Introduction To Analytics

Introduction to
Analytics
Slide
S. No. Reference No. Particulars
From-To
1 Chapter 1 Introduction to Business Analytics 5 – 73
2 Chapter 2 Introduction to Business Intelligence 74 – 97
Resource Considerations to Support

3 Chapter 3 98 – 113
Business Analytics
4 Chapter 4 Descriptive Analytics 114 – 134
5 Chapter 5 Predictive Analytics 135 – 162
6 Chapter 6 Prescriptive and Diagnostic Analytics 163 – 183

Slide
From-To
Data Representation and Visualisation for

7 Chapter 7 184 – 214
Analytics
8 Chapter 8 Tools for Data Visualisation 215 – 249
9 Chapter 9 Social Media Analytics and Text Mining 250 – 270
10 Chapter 10 Mobile Analytics 271 – 303
11 Chapter 11 Business Analytics in Practice – I 304 – 322
12 Chapter 12 Business Analytics in Practice – II 323 – 342

Course Introduction
• This course Introduction to Analytics is designed to explain the significant

concepts of analytics including business analytics, business intelligence, resource
considerations to support business analytics, descriptive analytics, predictive
analytics, prescriptive and diagnostic analytics, data representation and
visualisation for analytics, tools for data visualisation, social media analytics and
text mining, and mobile analytics.
• This course also endeavours to explain the specialised applications of analytics

such as financial and fraud analytics, HR analytics, healthcare analytics, supply
chain analytics, marketing analytics, web analytics, sport analytics, and
analytics for Government and NGO’s.
Introduction to Analytics – Session 1
Chapter 1: Introduction to Business Analytics
Chapter Index
Slide
From-To
1 Learning Objectives 8
What is Data, Information, Knowledge and

2 Topic 1 9 – 11
Wisdom?
3 Topic 2 Types of Data 12 – 17
4 Topic 3 How to Manage Data? 18 – 21
5 Topic 4 Data Management using Big Data 22 – 46

Chapter Index
Slide
From-To
6 Topic 5 Analytics of Big Data 47 – 62
7 Topic 6 Career in Analytics 63 – 67
8 Let’s Sum Up 68 – 72
• Explain the meaning of data, information, knowledge and wisdom
• Explain how are data, information and knowledge linked with each other
• Explain the different types of data
• Explain the ways to manage data
• Explain data management using big data
• Explain analytics in business and career in analytics
What is Data, Information, Knowledge, and Wisdom?
• Data refers to statistics, individual facts, or any specific item of information, that
can be numeric or could be collected through observations.
• From a technical point of view, data refers to a set of values that are of qualitative
or quantitative variables. This can be about one or more persons or objects. A
datum refers to a single value of a single variable.
• In a general sense, Information simply refers to data that is processed, organized,
and structured. On the basis of the information, data gets a context that helps in
decision making.
• Familiarity, awareness, or understanding of something or someone, such as facts,
skills, or objects is known as Knowledge. Knowledge can be gained in numerous
ways and from various sources. The sources may include elements like reason,
perception, testimony, memory, scientific inquiry, education, and practice.
• Knowledge is the proper assembly of meaningful information whose intent is to be

valuable. It is a deterministic process. Knowledge can be of two types:
 Obtaining and memorising the facts
 Using the information to crack problems
• Knowledge signifies a design that links and usually provides a high-level view and
likelihood of what will happen next or what is described.
• The pattern is reached on the basis of comparing the valid points emanating from
data and information resulting into the knowledge or sometimes also referred to
as wisdom.
• Wisdom is systematic and allows you to comprehend the interaction taking place
among temperature gradients, raining, evaporation and air currents.
How are Data, Information, and Knowledge Linked?

• Data refers to information that is basic, unrefined, and generally unfiltered.
Information on the other hand is information that comprises much more refined
data.
• Information makes use of data that has evolved to the point of being useful for
some form of analysis.
• Knowledge refers to something that resides in us, this is brought to use only when
human experience and insight is applied to data and information.
Types of Data
• Data that comes from multiple sources—such as databases, Enterprise Resource

Planning (ERP) systems, weblogs, chat history, and GPS maps—varies in its
format.
• However, different formats of data need to be made consistent and clear to be used
for analysis.
• Data acquired from various sources can be categorized primarily into the following
types of sources:
 Internal sources, such as organizational or enterprise data
 External sources, such as social data
Types of Data
Structured Data
• A set of data that complies with a data model that is pre-defined in nature and is
simple and straightforward to analyse is known as structured data.
• Structured data will be in a tabular format and there will be a defined
relationship between different rows and columns.
• Excel files or SQL databases are some of the common examples of structured data.
Unstructured Data
• Unstructured data is a set of data that might or might not have any logical or
repeating patterns. Unstructured data:
 Consists typically of metadata, i.e., the additional information related to data
 Comprises inconsistent data, such as data obtained from files, social media
websites, satellites, etc.
Types of Data
 Consists of data in different formats such as e-mails, text, audio, video, or

images.
 Some sources of unstructured data include:
 Text both internal and external to an organization: Documents, logs, survey
results, feedbacks, and e-mails from both within and across the organization
 Social media: Data obtained from social networking platforms, including
YouTube, Facebook, Twitter, LinkedIn, and Flickr
 Mobile data: Data such as text messages and location information
Types of Data
• Unstructured systems typically have little or no predetermined form and provide

users with a wide scope to structure data according to their choice. Unstructured
data is generally deployed to:
 Gain considerable competitive advantage by organizations
 Gain a clear, complete, and big picture of future prospects by organizations
Semi-Structured Data
• Semi-structured data, also known as schema-less or self-describing structure,
refers to a form of structured data that contains tags or markup elements in order
to separate semantic elements and generate hierarchies of records and fields in
the given data.
• Such type of data does not follow proper structure of data models as in relation
databases.
Types of Data
• To be organized, semi-structured data should be fed electronically from database

systems, file systems, and through data exchange formats including scientific data
and XML (eXtensible Markup Language).
• XML enables data to have an elaborate and intricate structure that is significantly
richer and comparatively complex. Some sources for semi-structured data include:
 Database systems
 File systems like Web data and bibliographic data
 Data exchange formats like scientific data
Quantitative Data
• The data that expresses a certain quantity, amount, or range is known as
Quantitative data. In this kind of data type, there is usually measurement units
that are associated with, e.g. meters, in the case of the height of a person.
Types of Data
Qualitative Data
• Qualitative data refers to data that involves descriptive and conceptual findings
that may be collected through questionnaires, interviews, or observation.
• By carefully analysing qualitative data, one will be able to explore ideas and will
be able to further explain quantitative results.
How to Manage Data?
• An information system is based on the discovery of hidden patterns in data, which

is a valuable resource, in order to explore information that is required for
successful decision-making in an organisation.
• The organisation constantly upgrading itself with the aid of this data in order to
stay competitive and plan for its future growth.
• Organizations use data to not only determine their objectives, but also to
guarantee that they are met.
• One of the most important components of any information system is data.
• Data can be gathered from both internal and external sources. Users may make
better decisions with the aid of data.
• As a result, data acquisition, gathering, and preservation are critical to an
organization's success.
How to Manage Data?
• Data management and database administration assist a company in properly

managing its data resources.
• Data administration is keeping track of data resource requirements and procuring
them. Because data is such an important asset to an organisation, data managers
must keep track of its availability and storage.
• Data administration may also be used to check for data abuse. A data
administrator's responsibilities include:
 Data generation is being monitored.
 Keeping track on how data is being used
 In terms of data acquisition and usage, we adhere to industry norms.
 Data warehouse and storage maintenance
 Consistent data quality
How to Manage Data?
Database
• Database refers to an organized collection of data that is stored and accessed
electronically from a computer system. Some of the more complicated databases
are developed by making use of formal design and modeling techniques.
Database Management System (DBMS)

• A software package that has been designed to define, manipulate, retrieve and
manage data in a database is known as A database management system (DBMS).
• One of the main works of a DBMS is to manipulates the data itself. It can
manipulate the format of the data, field names, structure of the record, and file
structure.
• Such software also defines the rules that will help in validating and manipulating
the data.
How to Manage Data?
Challenges with DBMS in Managing Huge Data

• Some disadvantages of DBMS in managing huge data are as follows:
 Complexity: DBMS is complex software and the end users must be aware of the
complete functionality of the DBMS to use it properly. The problem of bad
design decisions may be entertained when there is any flaw in the
understanding of the DBMS.
 Size: DBMS is large software that occupies a large amount of disk space. To
work effectively, it needs large amounts of memory.
 Slow performance: DBMS sustains less performance than a traditional file
processing system as the traditional file processing system is written for a
specific purpose, whereas DBMS is written for general purpose.
 Cost: The cost of DBMS is more than a traditional file processing system. The
cost of DBMS usually depends on the functionality offered by the DBMS.
Data Management using Big Data
• This is truly an information age where data is being generated at an alarming

rate and this huge amount of data generated is often termed as Big Data.
• Organisations use data generated through various sources to run their businesses.
They analyse the data to understand and interpret market trends, study customer
behaviour, and take financial decisions.
• The term Big Data is now widely used, particularly in the IT industry, where it
has generated various job opportunities.
• Big Data consists of large datasets that cannot be managed efficiently by the
common database management systems.
• These datasets range from terabytes to exabytes. Mobile phones, credit cards,
Radio Frequency Identification (RFID) devices, and social networking platforms
create huge amounts of data that may reside unutilised at unknown servers for
many years.
Elements of Big Data

• The seven elements of Big Data almost perfectly define the true Big Data
attributes and sum it up as an effective yet extremely straightforward solution for
those datasets that require dealing with incredibly plumped up information. The
key Vs used in Big Data are:
 Volume: While deliberating Big Data volumes, incredible sizes and numerical
terms are required. Each day, the data to the tune of 2.5 quintillion bytes is
produced.
 Velocity: The speed at which data is accumulated, generated and analysed is
considered vital to have more responsive, accurate and profitable solutions. The
knowledge of the rate of data generation will result only in a faster system
ready to handle that traffic.
 Variety: Beyond the massive volumes and data velocities lies another challenge,
i.e., operating on the vast variety of data. Seen as a whole, these datasets are
incomprehensible without any finite or defined structure.
 Variability: A single word can have multiple meanings. Newer trends are
created and older ones are discarded over time – the same goes for meanings as
well. Big Data’s limitless variability poses a unique decipher challenge if its full
potential is to be realised.
 Veracity: What Big Data tells you and what the data tells you are two different
situations. If the data being analysed is incomplete or inaccurate, the Big Data
solution will be erroneous. This situation occurs when data streams have a
variety of formats. The veracity of the overall analysis and effort is useless
without cleaning up the data it begins with.
 Visualisation: Another daunting task for a Big Data system is to represent the
immense scale of information it processes into something easily comprehensible
and actionable. For human purposes, the best methods are conversion into
graphical formats like charts, graphs, diagrams, etc.
 Value: Big Data offers an excellent value to those who can actually play and
tame it on its scale and unlock the true knowledge. It also offers newer and
effective methods putting new products to their true value even in formerly
unknown market and demands.
Evolution of Big Data

• Big Data is the new stage of data evolution directed by the enormous Velocity,
Variety, and Volume of data.
• Following figure shows the challenges faced while handling data over the past few
decades:
• The advent of IT, the Internet, and globalization have facilitated increased
volumes of data and information generation at an exponential rate, which has led
to “information explosion.”
• This, in turn, fueled the evolution of Big Data that started in 1940s and continues
till date.
• This table is only a synopsis of the evolution. The idea of Big Data began when a
librarian speculated the need for more storage shelves for books as explained in
Table 1, and with time, Big Data has grown into a cultural, technological, and
scholarly phenomenon.
• The generation of Big Data, and with it new storage and processing solutions
equipped to handle this information, helped businesses to:
 Enhance and streamline existing databases
 Add insight to existing opportunities
 Explore and exploit new opportunities

 Provide faster access to information
 Allow storage of large volumes of information
 Allow faster crunching of data for better insights
Technologies for Handling Big Data

• Among the technologies that are used to handle, process, and analyse Big Data,
the most effective and popular innovations have been in the fields of distributed
and parallel processing, Hadoop, In-Memory Computing (IMC), Big Data cloud,
etc.
• Hadoop, which is an open-source platform, has been by far the most popular
technology associated with Big Data storage and processing different types of
data.
• Hadoop is commonly used by data-driven organizations to extract maximum

output from their normal data-usage practices at a rapid pace. Besides Hadoop,
the other techniques used for Big Data processing are cloud computing and IMC.
• These technologies help organizations to analyse data in different ways under
varying circumstances.
• Cloud computing helps businesses to save cost and better manage their resources
by allowing them to use resources as a service on the basis of specific
requirements and paying for only those services that have actually been used.
• IMC helps you to organize and complete your tasks faster by carrying out all the
computational activities from the main memory itself. You can use all these
techniques, as per specific requirements, for analysing Big Data.
Hadoop
 Traditional technologies have proved incapable to handle the huge amounts of
data generated in organisations or to fulfil the processing requirements of such
data. Therefore, a need was felt to combine a number of technologies and
products into a system that can overcome the challenges faced by the
traditional processing systems in handling Big Data.
 One of the technologies designed to process Big Data (which is a combination of
both structured and unstructured data available in huge volumes) is known as
Hadoop.
 Hadoop is an open-source platform that provides analytical technologies and
computational power required to work with such large volumes of data.
 Hadoop platform provides an improved programming model, which is used to
create and run distributed systems quickly and efficiently.
 The following are some of the important features of Hadoop:

 Hadoop performs well with several nodes without requiring shared memory
or disks among them. Hence, the efficiency-related issues in context of
storage and access to data get automatically solved.
 Hadoop follows the client–server architecture in which the server works as a
master and is responsible for data distribution among clients that are
commodity machines and work as slaves to carry out all the computational
tasks. The master node also performs the tasks of job controlling, disk
management, and work allocation.
 The data stored across various nodes can be tracked in Hadoop. It helps in
accessing and retrieving data, as and when required.
 Hadoop improves data processing by running computing tasks on all
available processors that are working in parallel.
Cloud Computing and Big Data

 One of the vital issues that organisations face with the storage and
management of Big Data is the huge amount of investment to get the required
hardware setup and software packages.
 Some of these resources may be over utilised or underutilised with the varying
requirements overtime.
 We can overcome these challenges by providing a set of computing resources
that can be shared through cloud computing.
 These shared resources comprise applications, storage solutions, computational
units, networking solutions, development and deployment platforms, business
processes, etc.
 The cloud computing environment saves costs related to infrastructure in an

organization by providing a framework that can be optimized and expanded
horizontally.
 In order to operate in the real world, cloud implementation requires common
standardized processes and their automation.
In-Memory Computing Technology for Big Data
 We learned that distributed computing can help us meet requirements of
storage and processing power for Big Data analytics.
 Another way to improve the computational speed and power of processing data
is to use IMC.
 The representation of data in the form of rows and columns makes data
processing easier and faster.
 Data stored in this manner is known as structured data in which a set of

variables, each of which is associated with certain values, is used.
 Today, however, the data being generated is largely unstructured.
 The volume of data being generated today must be processed at a very high
speed because the data is growing at a very fast rate. IMC is used to facilitate
high-speed data processing.
 We all know that data is stored on external devices known as secondary storage
space.
 This data had to be accessed from the external source whenever an operation or
any kind of modification on the data was required.
 External sources are accessed through Input/Output (I/O) channels that
transfer data temporarily from secondary storage space to primary storage for
processing purposes.
 The process of accessing external devices used to consume too much time
during which the CPU could not be used for any other operation.
 The advantage of using external devices for data storage is that secondary
storage is economical as compared to primary storage.
Hive
 Hive is a mechanism through which we can access the data stored in Hadoop
Distributed File System (HDFS).
 Hive provides a Structured Query Language (SQL) interface, HiveQL, or the
Hive Query Language. This interface translates the given query into a
MapReduce code.
 HiveQL enables users to perform tasks using the MapReduce concept but
without explicitly writing the code in terms of the map and reduce functions.
 The data stored in HDFS can be accessed through HiveQL, which contains the
features of SQL but runs on the MapReduce framework.
 It should be noted that Hive is not a complete database and is not meant to be
used in Online Transactional Processing Systems, such as online ticketing,
bank transactions, etc.
Pig
 Pig was designed and developed for performing a long series of data operations.
 The Pig platform is specially designed for handling many kinds of data, be it
structured, semi-structured, or unstructured.
 Pig was developed in 2006 at Yahoo. Its aim, as a research project was to
provide a simple way to use Hadoop and focus on examining large datasets.
 Pig became an Apache project in 2007. By 2009, other companies started using
pig, making it a top-level Apache project in 2010.
 Pig can be divided into three categories: ETL (Extract, Transform, and Load),
research, and interactive data processing.
 Pig consists of a scripting language, known as Pig Latin, and a Pig Latin
compiler.
 The Pig programming language offers the following benefits:
 Ease of coding: Using Pig Latin, we can write complex programs. The code is
simple and easy to understand and maintain. It takes complex tasks
involving interrelated data transformations as data flow sequence and
explicitly encodes them.
 Optimisation: Pig Latin encodes tasks in such a way that they can be easily
optimised for execution. This allows users to concentrate on the data
processing aspects without bothering about efficiency.
 Extensibility: Pig Latin is designed in such a way that it allows us to create

our own custom functions. These can be used for performing special tasks.
Custom functions are also called user- defined functions.
Tableau
 Tableau products are the most widely used software tools for data visualisation.
There are various types of Tableau products available in the market. Some of
the commonly known products include Tableau Desktop, Tableau Server,
Tableau Online, Tableau Reader, and Tableau Public.
 One of the most popular applications of Tableau software tools is Tableau
Desktop, which provides various facilities to create visualizations.
 The breakthrough approach used to build the Tableau Desktop tool takes
pictures of data and converts them into optimized database queries, which help
users in spotting patterns, identifying trends, and deriving logical conclusions
and insights.
 While working with the Tableau Desktop, the data analyst need not write any
code; all the insights can, instead, be discovered by just connecting to the data
and following the thoughts that strike the mind naturally.
 You can easily connect to your data, which is either in the memory or on the
server.
 Tableau Desktop allows you to directly retrieve data from the server or load it
in the Tableau data engine from a disk.
 The speed of Tableau Desktop is as fast as the thoughts of human beings, and
everything can be done with drag-and-drop technology.
 Tableau Desktop provides options for data sharing in the form of dashboards,
which can be used to reflect relationships by highlighting and filtering data.
 Dashboards can also help you create story line in a guided manner for
explaining the insights obtained from data.
 The important features of Tableau software include the following:
 Single-click data analytics in visual form
 In-depth statistical analysis
 Management of metadata
 In-built, top class data analytic practices
 In-build data engine
 Big Data analytics

 Quick and accurate data discovery
 Business dashboards creation
 Various types of data visualisation
 Social media analytics, including Facebook and Twitter
 Easy and quick integration of R
 Business intelligence through mobile
 Analysis of time series data
 Analysis of data from surveys

R Language
 R is a cross-platform programming language as well as a software environment
for statistical computing and graphics.
 Generally, it is used by statisticians and data miners for developing statistical
software and doing data analysis. It is also believed that R is an
implementation of the S programming language combined with lexical scoping
semantics inspired by Scheme.
 R is a GNU project, which is freely available under the GNU General Public
License and its pre-compiled binary versions are provided for various operating
systems. R programs can be compiled and run on a wide variety of UNIX
platforms, Windows and MacOS.
 If we want to cover programming languages for business analytics and we are
discussing R, then we must discuss Python too, in a paragraph.
Python
 Python is a high-level, open-source, interpreted language that is ideal for
object-oriented programming. Python has a lot of features for dealing with
arithmetic, statistics and scientific functions.
 Python is open-source software, which means anybody can freely download it
from www.python.org and use it to develop programs. Its source code can be
accessed and modified as required in the projects.
Other Tools and Technologies to Handle Big Data
 Some other important tools and technologies that are used for handling the big
data are as follows:
 MapReduce: Originally developed by Google, the MapReduce website
describe it as "a programming model and software framework for writing
applications that rapidly process vast amounts of data in parallel on large
clusters of compute nodes."
 GridGain: GridGrain offers an alternative to Hadoop's MapReduce that is

compatible with the Hadoop Distributed File System. It offers in-memory
processing for a fast analysis of real-time data. You can download the open
source version from GitHub or purchase a commercially supported version
from the link above. Operating System: Windows, Linux, OS X.
 HPCC: Developed by LexisNexis Risk Solutions, HPCC is short for "high
performance computing cluster." It claims to offer superior performance to
Hadoop. Both free community versions and paid enterprise versions are
available. Operating System: Linux.
 Storm: Now owned by Twitter, Storm offers distributed real-time
computation capabilities and is often described as the "Hadoop of real-time."
It is highly scalable, robust, fault-tolerant, and works with nearly all
programming languages. Operating System: Linux.
 Cassandra: Originally developed by Facebook, this NoSQL database is now

managed by the Apache Foundation. It's used by many organizations with
large, active datasets, including Netflix, Twitter, Reddit, Cisco and Digg.
Commercial support and services are available through third-party vendors.
 Hbase: Another Apache project, HBase is the non-relational data store for
Hadoop. Features include linear and modular scalability, strictly consistent
reads and writes, automatic failover support and much more. Operating
System: OS Independent.
 MongoDB: MongoDB was designed to support humongous databases. It's a
NoSQL database with document-oriented storage, full index support,
replication and high availability, and more. Commercial support is available
through 10gen. Operating system: Windows, Linux, OS X, Solaris.
 Neo4j: The "world’s leading graph database," Neo4j boosts performance

improvements up to 1000x or more versus relational databases. Interested
organisations can purchase advanced or enterprise versions from Neo
Technology. Operating System: Windows, Linux.
 CouchDB: Designed for the Web, CouchDB stores data in JSON documents
that you can access via the Web or query using JavaScript. It offers
distributed scaling with fault-tolerant storage. Operating system: Windows,
Linux, OS X, Android.
Analytics of Big Data
• The act of gathering, organising, and analysing massive data sets in order to
identify distinct patterns and other important information is known as big data
analytics.
• Big data analytics is a combination of technologies and approaches that
necessitate new forms of integration in order to reveal big hidden values from vast
datasets that are different from the norm, more complicated, and on a massive
scale.
• It mostly focuses on tackling new or existing issues in more efficient and effective
ways.
• There are four types of big data analytics, which are as follows:
 Descriptive analysis: It can be defined as condensing the existing data to get a
better understanding of what is going on using business intelligence tools. This
helps to get an idea about what happened in the past and if it was as expected
or not.
 Diagnostic analysis: With the availability of historical data, diagnostic analysis

can be used to find the answer to the question “Why it happened?”. Diagnostic
analysis provides a way to dig deeper by drilling down and find out patterns
and dependencies. Result of this analysis is often a predefined report structure,
such as RCA (Root Cause Analysis) report.
 Predictive analysis: Predictive analysis can be defined as the process of
focusing on predicting the possible outcome using machine–learning techniques
like SVM, random forests and statistical models. It tries to forecast on the basis
of previous data and scenarios. So, this is used to find answers to questions like
“What is likely to happen?”.
 Prescriptive analytics: Prescriptive analytics is a method of analysing data and

making immediate recommendations on how to improve company processes to
meet a variety of expected results. Prescriptive analytics, in essence, takes
“what we know” (data), analyses it thoroughly to anticipate what could happen,
and then recommends the best next moves based on educated simulations.
Need and Importance of Big Data Analytics
• According to Atul Butte, Stanford, “Hiding within those mounds of data is
knowledge that could change the life of a patient, or change the world.” So, the
real power of Big Data lies in its analysis.
• Processing, studying, and implementing the conclusions derived from the analysis
of Big Data help you to collect accurate data, take timely and more informed
strategic decisions, target the right set of audience and customers, increase
benefits, and reduce wastage and costs.
• The right analysis of the available data can improve major business processes in
various ways. For example, in a manufacturing unit, data analytics can improve
the functioning of the following processes:
 Procurement—To find out which suppliers are more efficient and cost-effective
in delivering products on time
 Product Development—To draw insights on innovative product and service
formats and designs for enhancing the development process and coming up
with demanded products
 Manufacturing—To identify machinery and process variations that may be
indicators of quality problems
 Distribution—To enhance supply chain activities and standardize optimal
inventory levels vis-à-vis various external factors such as weather, holidays,
economy, etc
 Marketing—To identify which marketing campaigns will be the most effective

in driving and engaging customers and understanding customer behaviours
and channel behaviours
 Price Management—To optimize prices based on the analysis of external
factors
 Merchandising—To improve merchandise breakdown on the basis of current
buying patterns and increase inventory levels and product interest insights on
the basis of the basis of the analysis of various customer behaviours
 Sales—To optimize assignment of sales resources and accounts, product mix,
and other operations
 Store Operations—To adjust inventory levels on the basis of predicted buying
patterns, study of demographics, weather, key events, and other factors
 Human Resources—To find out the characteristics and behaviours of successful

and effective employees, as well as other employee insights for managing talent
better
• Every business and industry today is affected by and benefitted from Big Data
analytics in multiple ways.
• A closer look at some specific industries will help you to understand the
application of Big Data in these sectors:
 Transportation: Big Data has greatly improved transportation services. The
data containing traffic information is analysed to identify traffic jam areas.
Suitable steps can then be taken, on the basis of this analysis, to keep the
traffic moving in such areas..
 Education: Big Data has transformed the modern day education processes
through innovative approaches, such as e-learning for teachers to analyse the
students’ ability to comprehend and thus impart education effectively in
accordance with each student’s needs.
 Travel: The travel industry also uses Big Data to conduct business. It
maintains complete details of all the customer records that are then analysed
to determine certain behavioural patterns in customers.
 Government: Big Data has come to play an important role in almost all the
undertaking and processes of government. For instance, Indian government
body, UIDAI was able to successfully implement Aadhar card using big data
technologies that includes millions of citizen registration by performing
trillions of data matches every day.
Analysis of Big Data promotes clarity and transparency in various government

processes and helps in:
 Taking timely and informed decisions about various issues
 Identifying flaws and loopholes in processes and taking preventive or

corrective measures on time
 Assessing the areas of improvement in various sectors such as education,
health, defence, and research
 Using budgets more judiciously and reducing unnecessary wastage and costs
 Preventing fraudulent practices in various sectors
 Healthcare: In healthcare, the pharmacy and medical device companies use Big
Data to improve their research and development practices, while health
insurance companies use it to determine patient-specific treatment therapy
modes that promise the best results.
 Telecom: The mobile revolution and the Internet usage on mobile phones have
led to a tremendous increase in the amount of data generated in the telecom
sector. Managing this huge pool of data has almost become a challenge for the
telecom industry.
 Consumer Goods Industry: Consumer goods companies generate huge volumes
of data in varied formats from different sources, such as transactions, billing
details, feedback forms, etc. This data needs to be organized and analysed in a
systemic manner in order to derive any meaningful information from it.
Business Analytics Models
• BA frequently utilises numerous quantitative tools to convert Data into
meaningful information for making informed business decisions.
• These tools can be further categorised into tools for data mining, operations
research, statistics and simulation.
• Statistics for instance, can be helpful in gathering, articulating and understanding

Big Data as part of the descriptive analytical model.
• A BA model assists organisations in making a move which yields fruitful results.
SWOT Analysis Model

• SWOT stands for Strengths, Weaknesses, Opportunities, Threats. As evident from
the abbreviation, an organisation uses SWOT analysis to figure out its greatest
extremes – strengths to help it stand even in the toughest of times, weaknesses
that may lead to its failure, opportunities that may help in realising its full
potential and finally the threats to the businesses that may end up exploiting its
weaknesses and may turn its strengths into weakness.
• Businesses that have been in market for long should conduct SWOT analysis
periodically to evaluate the impact of the changing situations in the market,
getting around the newer business models and respond actively.
• SWOT is not necessarily a pan-organisation process; rather each of the
organisation’s departments can have their own dedicated SWOT, such as
Marketing SWOT, Operational SWOT, Sales SWOT, etc.
• Consider an example of the implementation of SWOT analysis in the organisation,
Apple Inc. Apple was incorporated in 1995 after a long battle with the existing
stakeholders who had control over the shares and stocks.
• Post return to the computing market, facing a mighty challenger in Microsoft,
Apple did not take them head-on as most would have expected.
• Apple identified opportunities in newer areas of the technology, while the world
was considering computers as the lone IT revolution torch-bearer.
PESTEL OR PEST Analysis Model

• PESTEL stands for Political, Economic, Social, Technological, Legal and
Environmental. PESTEL analysis is a method for figuring out external impacts on
a business.
• In some countries, legal and environmental parts are combined in the social, legal,
political and economic part. Hence, they use PEST.
• PESTEL analysis is an examination of the external environment in which an
organisation currently exists or is going to enter.
• The sample PESTEL analysis is shown below:

• The benefits of PESTEL analysis are as follows:

 Political factors: These are government regulations in different countries
related to employment, tax, environment, trade and government stability.
 Economic factors: These factors affect the purchasing power and cost of capital
of a corporation, such as economic growth, inflation, currency exchange and
interest rates.
 Social factors: These influence the consumer’s requirement and the possible
market size for an organisation’s products and services. These factors include
age demographics, population growth and healthcare.
 Technological factors: These influence the barricades to entry, investment
decisions related to buying and innovation, such as investment incentives,
automation and the adaptability quotient for the technology.
 Environmental factors: These influence mainly the marketers with respect to

various environmental factors and policies of a specific country.
 Legal factors: These influence the business decisions of an organisation with
respect to various legal factors such as discrimination laws, antitrust laws,
employment laws, consumer protection laws etc. of a specific country.
Career in Analytics
• The market today needs plenty of talented and qualified people who can use their
expertise to help organizations deal with Big Data.
• Qualified and experienced Big Data professionals must have a blend of technical
expertise, creative and analytical thinking, and communication skills to be able to
effectively collate, clean, analyse, and present information extracted from Big
Data.
• Most jobs in Big Data are from companies that can be categorized into the
following four broad buckets:
 Big Data technology drivers, e.g. Google, IBM, Salesforce
 Big Data product companies, e.g. Oracle
 Big Data services companies, e.g. EMC
 Big Data analytics companies, e.g. Splunk
Career in Analytics
• These companies deal into various domains such as retail, manufacturing,

information, finance, and consumer electronics.
• The most common job titles in Big Data include:
Big Data Analyst
Data Scientist
Big Data Developer
Big Data Administrator
Big Data Engineer

Career in Analytics
Skills Required
• Big Data professionals can have various educational backgrounds, such as
econometrics, physics, biostatistics, computer science, applied mathematics, or
engineering.
• Data scientists mostly possess a master’s degree or Ph.D. because it is a senior
position and often achieved after considerable experience in dealing with data.
• Developers generally prefer implementing Big Data by using Hadoop and its
components.
Technical Skills
• A Big Data analyst should possess the following technical skills:
 Understanding of Hadoop ecosystem components, such as HDFS, MapReduce,
Pig, Hive, etc.
Career in Analytics
 Knowledge of natural language processing

 Knowledge of statistical analysis and analytical tools
 Knowledge of machine learning
• A Big Data developer should possess the following skills:
 Programming skills in Java, Hadoop, Hive, HBase, and HQL
 Understanding of HDFS and MapReduce
 Knowledge of ZooKeeper, Flume, and Sqoop
Soft Skills
• Organisations look for professionals who possess good logical and analytical skills,
with good communication skills and an affinity toward strategic business
thinking.
Career in Analytics
• The preferred soft skills requirements for a Big Data professional are:
 Strong written and verbal communication skills
 Analytical ability
 Basic understanding of how a business works
Let’s Sum Up
• Business analytics is a statistically-based area in which data analysts utilise

analytical tools and technologies to make predictions and build future policies and
plans for business growth.
• Business analytics is a subset of Business Intelligence (BI), which enhances
companies’ capabilities of contesting in the market efficiently and is likely to
become one of the main functional areas in most companies.
• Data refers to statistics, individual facts, or any specific item of information, that
can be numeric or could be collected through observations
• Information refers to data that is processed, organized, and structured. On the
basis of the information, data gets a context that helps in decision making.
• Knowledge refers to something that resides in us, this is brought to use only when
human experience and insight is applied to data and information.
• A set of data that complies with a data model that is pre-defined in nature and is
simple and straightforward to analyse is known as structured data.
Let’s Sum Up
• Unstructured data is a set of data that might or might not have any logical or
repeating patterns.
• Semi-structured data refers to a form of structured data that contains tags or
markup elements in order to separate semantic elements and generate hierarchies
of records and fields in the given data.
• The data that expresses a certain quantity, amount, or range is known as
Quantitative data.
• Qualitative data refers to data that involves descriptive and conceptual findings
that may be collected through questionnaires, interviews, or observation.
• An information system is based on the discovery of hidden patterns in data, which
is a valuable resource, in order to explore information that is required for
successful decision-making in an organisation.
Let’s Sum Up
• Database refers to an organised collection of data that is stored and accessed

electronically from a computer system.
• A software package that has been designed to define, manipulate, retrieve and
manage data in a database is known as a database management system (DBMS).
• Big Data consists of large datasets that cannot be managed efficiently by the
common database management systems
• The key Vs used in Big Data are Volume, Velocity, Variety, Variability, Veracity,
Visualisation, and Value.
• Hadoop performs well with several nodes without requiring shared memory or
disks among them. Hence, the efficiency-related issues in context of storage and
access to data get automatically solved.
Let’s Sum Up
• Hadoop improves data processing by running computing tasks on all available

processors that are working in parallel. The performance of Hadoop remains up to
the mark both in the case of complex computational questions and of large and
varied data.
• Hive is a mechanism through which we can access the data stored in Hadoop
Distributed File System (HDFS).
• The Pig platform is specially designed for handling many kinds of data, be it
structured, semi-structured, or unstructured.
• Tableau products are the most widely used software tools for data visualization.
There are various types of Tableau products available in the market.
• BA frequently utilises numerous quantitative tools to convert Big Data into
meaningful information for making informed business decisions.
Let’s Sum Up
• SWOT stands for Strengths, Weaknesses, Opportunities, Threats. As evident from

the abbreviation, an organisation uses SWOT analysis to figure out its greatest
extremes – strengths to help it stand even in the toughest of times, weaknesses
that may lead to its failure, opportunities that may help in realising its full
potential and finally the threats to the businesses that may end up exploiting its
weaknesses and may turn its strengths into weakness.
• PESTEL stands for Political, Economic, Social, Technological, Legal and
Environmental.
• PESTEL analysis is a method for figuring out external impacts on a business. In
some countries, legal and environmental parts are combined in the social, legal,
political and economic part.
Chapter 2: Introduction to Business Intelligence
Chapter Index
Slide
From-To
2 Topic 1 Business Intelligence (BI) 77 – 87
3 Topic 2 Obstacles to BI in an Organisation 88 – 92
4 Topic 3 Emerging Trends in BI 93 – 94
5 Let’s Sum Up 95 – 96
• Understand the concept of business intelligence (BI)
• Describe the need for BI
• List the difference between BI and BA
• Explain the obstacles to BI in an organisation
• Discuss the emerging trends in BI
Business Intelligence (BI)
• Business Intelligence (BI) is a set of applications, technologies and ideal practices

for the integration, collection and presentation of business information and
analysis. The motto of BI is to facilitate improved decision–making for businesses.
• BI utilises computing techniques for the discovery, identification and business
data analysis – like products, sales revenue, earnings and costs.
• BI models provide present, past and projecting opinions of structured internal
data for goods and departments. It provides effective strategic operational insights
and helps in decision-making through predictive analytics, reporting,
benchmarking, data/text mining and business performance administration.
Definitions and Examples in Business Intelligence
• In 1958, IBM researcher, Hans Peter Luhn defined BI as “the ability to apprehend
the interrelationships of presenting facts in such a way as to guide action towards
a desired goal”.
• In 1989, Future Gartner Group Analyst, Howard Dresner defined BI as “the

concepts and methods to improve business decision making by using fact-based
support systems”.
• According to Forrester Research, business intelligence is "a set of methodologies,
processes, architectures, and technologies that transform raw data into
meaningful and useful information used to enable more effective strategic,
tactical, and operational insights and decision-making.”
• According to Ghoshal and Kim, “Business intelligence (BI) is a concept which
refers to a managerial philosophy and a tool that is used in order to help
organisations to man-age and refine information and to make more effective
business decisions.”
• Let us consider a few examples of some organisations that have benefitted from BI
implementation.
• The director of IT for Rubio’s Restaurants, Paul Nishiyama, says, “BI has been
extremely important to us. Finance is getting a whole series of more robust
reports that it did not have before. Producing those reports without a business-
intelligence system would be a manual process that would drain our small staff”.
Need for BI
• BI is the art of making decisions based on information, knowledge and experience.
With the advancement and involvement of computers in our daily life, various
computer-based techniques have improved the BI processes.
• The BI tools turn ‘data’ into ‘information’ and the ‘information’ further aids in
taking ‘decisions’ on time. This results in data transparency, consistency and
information reliability.
• The decision-making process requires evaluating performance (what happened),

testing hypotheses (why things happened and exploring relationships) and
predicting the future events (what may happen).
• This implies that the strategies of an organisation are sound and they meet the
required purpose.
• In a nutshell, the BI system allows the user to answer the following questions:
1. What happened?
o Did ‘what happened’ align with ‘what you expected to happen?
o Assuming X produces Y, are you executing X?
2. How did it happen?
o How did X produce Y?
o Can you be certain that X will produce Y, or is it Z that is producing Y?
3. Why did it happen?

o Did X cause Y to happen?
o If we execute X, then will Y happen?
4. What may happen?
o If X occurs in the future, then will Y also occur?
o Assuming you executed X and it produced Y, can you assume that
continuing to do X will continue to produce Y?
• An effective BI solution must:

 Present a holistic picture and insight into tactical and strategic efforts
 Assist in fact-based decision making
 Accept or reject assumptions
 Discover non-intuitive relationships
 Provide prompt feedback regarding actions
BI for Past, Present And Future

• In a contemporary environment, organisations collect data on a routine basis to
determine how their customers relate to their standard business processes.
• By analysing this data, organisations are gradually realising that they can
uncover the hidden patterns to define new strategies to improve performance to
achieve both short-term as well as long-term goals.
• Enhancing the BI competence of an organisation helps it take advantage of the
promising potential of innovations in data analysis.
The BI Value Chain

• The process of converting data into information and then applying that knowledge
in taking useful business decisions is known as the value chain.
• The data sets given in the examples above have no meaning until they have a
context and are processed into some usable value.
• Information is the processed data. It is the subset of data that possesses context
and meaning.
• Knowledge represents the learning that is the internalisation of information, data,
study and experience.
• It serves as the basis for all skills and abilities. A factual and updated knowledge
base helps organisations effectively make decisions and compete in the market.
• Following actions can be taken based on earlier examples:

 Action 1 (Example 1): A marketing manager could use this information to
promote a particular brand.
 Action 2 (Example 2): Based on the usage pattern of the credit card and the
accountholder’s profile, the bank can offer different products, such as loans,
insurance policies and add-on cards to the account holder.
• The concept of transforming data into information and then to knowledge has
been utilised in several organisations in different domains.
• The knowledge obtained from this information helps organisations gain insights
and derive appropriate conclusions.
• BI value chain can be represented as:

Differences between BI and BA

BI BA
BA gives you the knowledge BI equips you with the information
Uses current and past data to optimise Utilises the past data and separately
the current age performance for analyses the current data with past data
success as reference to prepare the businesses for
the future
Informs about what happened Tells why it happened
Quantifiable in nature, it can help you More subjective and open to
in measuring your business in interpretations and prone to changes due
visualisations, chartings and other to ripples in organisational or strategic
data representation techniques structure
Studies the past of a company and Predicts the future based on the learning
ponders over what could’ve been done gained from the past, present and
better to have more control over the projected business models for a given term
outcomes shortly
• Another new trend is the skill to combine multiple data projects in one while
making it useful in sales, marketing and customer support.
• One example is the CRM – Customer Relationship Management software, which
sources raw data from every division and department, compiles it for a new
understanding that otherwise would not have been visible from one point alone.
• All these boils down to the interchangeable usage of the term ‘business
intelligence’ and ‘business analytics’ and their importance in managing the
relationship between the business managers and data.
• Owners and managers now, as a result of such accessibility, need to be more
familiar with what data is capable of doing and how they need to actively produce
data to create lucrative future returns.
• The significance of the data has not changed, its availability has.
Obstacles to BI in an Organisation
• The amount of data generated daily from many sources in today's inventive world
is enormous. Data analytics is not just for big companies anymore.
• Businesses of all sizes are stepping up their investigative efforts. This might
entail a lot of data that can aid administrators in making good judgments.
• The greatest companies are hitting these new heights by utilising innovative
business intelligence (BI) services that are on the rise.
• Business intelligence is used by firms to account for this, and the proper use of
business intelligence may help organisations increase profits and revenues.
• However, in BI, the necessity to endure hardship is becoming apparent.
• Some obstacles to BI in an organisation are as follows:

 BI is expensive to use: Small firms have always had to be careful with their
spending plans and assets. With the introduction of SSBI phases, this is no
longer the case. The cost of delivering business intelligence is a major concern
for SMEs (small- and medium-sized enterprises).
 Lack of execution and training: Many times, firms have well-defined
requirements, a solid BI system, and a good equipment setup, but they still
require specific skills. Another aspect that has caused SMEs to separate
themselves from BI is the obvious need for wide training.
 Absence of BI impact: Administration will inquire as to why there has been no
change in business since implementing BI, and may conclude that business
estimations of BI speculations have gone unnoticed. Incoherent BI is a crucial
business intelligence difficulty since it hones and fizzles all-inclusive reception.
 Unstructured data in BI: Businesses may invest significant resources in large-

scale data analysis, yet they are unable to complete tasks on time. To overcome
this business intelligence dilemma, entrepreneurs are turning to innovative BI
gadgets. They may lead to people spending hours cleaning and arranging data
before using the business intelligence solution.
 Installation and deployment: It would be difficult to keep up with an agonising
BI service setup and organisation. Associations hurry to measure financial
metrics, but they frequently stop there, which is regrettable. Indeed, even a
hasty and impromptu remedy would almost always fail.
 Lack of a BI strategy: Organisations should outline the challenges they are
attempting to tackle in advance. Only then will they be able to find the most
appropriate Business Intelligence solution for their needs.
• Going for an evaluation and review of existing business procedures is an excellent

idea. This will aid in gathering important needs for creating a clear roadmap and
developing a comprehensive Business Intelligence and Data Management plan.
After that, a Proof of Concept (PoC) should be conducted to validate the idea and
provide a business case.
 Wrong indicators measured by businesses: Financial KPIs are quickly
measured by organisations, but they frequently end there. While these
measures are significant, they are frequently assessed at the end of the year or
quarter and are based on a reactionary approach.
 Difficult to deliver mobile-based BI: We live in an era where everything is on
the go. With more mobile devices on the planet than people, the days of
creating work, planning, exchanging information and collaborating on projects
using either conference rooms or desktop computers are long gone.
• Because of our hyper-connected move into the mobile age, demand for mobile-
based BI solutions has never been higher. However, with increased demand for
business intelligence, comes increased demand for business intelligence.
• Business executives must be able to access data-driven reports and insights 24
hours a day, seven days a week in today's fast-paced, cutthroat digital market.
• While creating mobile-optimised BI solutions might be difficult, with the proper
interactive business intelligence platform, you can log in and get vital insights
from your mobile devices from anywhere in the globe without losing any critical
features or functionality.
• Your mobile-based business intelligence issues are no longer a concern.
Emerging Trends in BI
Some of the top BI trends are as follows:

• High adoption rate of SaaS and Cloud: It has been observed that a lot of
businesses are engaging in migrating to the cloud and looking to leverage all the
benefits that are associated with the cloud-based BI. The demand for cloud BI is
continuing and growing at a massive pace.
• AI Will Be the New BI: Companies, especially after COVID, are ramping up their
AI investments. This will ensure the complicities associated with it.
• Automation: Automation is a popular concept and organisations are using AI for
automating data analysis. Automation can take care of Tasks that are monotonous
and are time-consuming and will be otherwise performed by humans are taken
care of by the process of automation.
Emerging Trends in BI
• Analytics in real-time: Interactive presentations are replacing static reports.

Business users may utilise responsiveness to explore and answer questions about
data that is updated in real-time. Monitoring the most recent data allows analysts
to respond quickly and accurately.
• Integration of data: A trend toward complete BI systems that handle data from
numerous sources and in different ways is being fuelled by increases in data
volume, velocity and diversity. Massive volumes of data are now available from a
variety of sources, necessitating the use of simple interfaces for quick data source
integration.
Let’s Sum Up
• Business Intelligence (BI) uses a set of methods, structures and technology that
convert raw data into valuable information that information is used for making
profitable business operations.
• BI tools analyse data and produce reports, summaries, dashboards, maps, graphs
and charts to provide users with detailed information on the nature of the
business.
• Business Intelligence (BI) is a technology-driven method for analysing data and
presenting useful information to help executives, managers and other end-users
make informed business decisions
• BI utilises computing techniques for the discovery, identification and business
data analysis – like products, sales revenue, earnings and costs.
• BI is the art of making decisions based on information, knowledge and experience.
• In a contemporary environment, organisations collect data on a routine basis to
determine how their customers relate to their standard business processes.
Let’s Sum Up
• The importance of BI continues to grow, there are some major changes regarding
their implementation in a contemporary organisation.
• The process of converting data into information and then applying that knowledge
in taking useful business decision is known as the value chain.
• Knowledge represents the learning that is the internalisation of information, data,
study and experience. It serves as the basis for all skills and abilities.
• The amount of data generated daily from many sources in today's inventive world
is enormous.
• Business intelligence is used by firms to account for this, and the proper use of
business intelligence may help organisations increase profits and revenues.
• Some of the top BI trends are SaaS BI, Cloud BI. Automation real-time analytics,
data integrations, etc.
Chapter 3: Resource Considerations to Support Business
Analytics
Chapter Index
Slide
From-To
2 Topic 1 Analytics Personnel and Their Roles 101
Required Competencies for Personnel in

3 Topic 2 102 – 105
Analytics
4 Topic 3 Business Analytics Data 106 – 108
5 Topic 4 Technology for Business Analytics 109 – 110
6 Let’s Sum Up 111 – 112

• Explain analytics personnel and their roles
• Discuss required competencies for personnel in analytics
• Describe business analytics data
• Define technology for business analytics
Analytics Personnel and Their Roles
• It is important to fetch the answer to WHY before starting to identify the roles
and responsibilities that might be required for the new analytics personnel.
• Any key analytical personnel will focus on the following:
 To find insights related to customers, products and operations, any key person
will focus on building big data collection and analytics capabilities.
 Analysing data sources and suggesting ideas that would assist the organisation
in strategic planning solutions to challenges on a one-time or periodic basis.
 Helping the organisation to reach a data-driven decision.
 Developing useful insights for customers and developing analytical models.
They might also be involved in creating applications for employees that help in
driving more efficiency or revenue.
Required Competencies for Personnel in Analytics
• One of the barometers of the success of the project is that how the project was
handled and how many loopholes were detected.
• The role of any business analyst is very important, mainly because he is the one
who acts as a bridge between customers, all the team members, and stakeholders.
• Any good analytical personnel will require to have the following competencies:
 Communication skills: It is very important to effectively and communicate the
right information in a proper way to all the people in a meeting. One should be
aware that the words spoken should not be misinterpreted.
 Domain knowledge: Any business analyst needs to have a good knowledge of
the domain in which he is working.
 Critical analysis skills: Critical thinking is something that should come

naturally to any business analyst. A business analyst needs to understand the
complexity involved in the business he will not be able to think about all
aspects of the project.
 Problem-solving skills: Once a business analyst has understood the complexity
that is involved in the project. A business analyst must figure out the potential
problems and he should also be able to produce potential solutions to those
problems.
 Management and leadership skills: A business analyst is not just required to
manage the project or functional and non-functional requirements of the
project; he is also required to manage the team with his behavioural skills. To
manage the teams involved efficiently, it is very important for the business
analyst to regularly polish his/her leadership skills and project management
skills.
 Technical awareness skill: To handle a project efficiently, a business analyst is

required to be aware of the various technical terms and jargon that are used in
the industry. He should be able to work closely with technical people, such as
developers and testers that are working on various tools and technologies.
 Time management skill: A business analyst is responsible for maintaining the
timeframes of the project as well as the corporate schedules. He should ensure
that the project meets the pre-agreed project milestones along with daily
tracking schedules being fulfilled by the development team.
 Literary and documenting skills: Being a business analyst, you are supposed to
deliver numerous types of documentations, such as requirements documents,
specifications, reports, analysis and plans that will go on to become projects
and legal documents later on. So, you need to ensure that your documents are
created concisely, and at a comprehensible level for the stakeholders.
• Develop your modelling skills: As the expression goes, a photo paints a thousand
words. Procedures (such as process modelling) are compelling tools to pass on a lot
of data without depending on the textual part. A visual portrayal enables you to
get an outline of the issue or project so that you can see what functions well and
where the loopholes lie.
Business Analytics Data
• Any approach for analytics must adjust to changes in the way people work inside
their business settings, particularly with the developing size of data volumes.
• Arranging data that is redone in a way that bodes well for every business
customer requires infusing content with context before augmenting the estimation
of relevant filtering and representation.
• Enhancing the enormous amounts of data and making a presentation of
significant learning for every business consumer’s needs shows up with many
difficulties.
• Some of the data analytics challenges are as follows:
 Content variety and quality: Information sources are no longer entirely
organised. Business folks depend on a pool of information objects that mix
customarily structured information with various types of artefacts.
 Content organisation: Forming the data inputs begins with a set of meaning
and semantics, but business requirements change over time. So, the models
need to be flexible with capacity to provide allowances in relation to taxonomic
models, tag inputs and match them based on incidental content.
 Connectivity: Any information source may have different levels of importance
inside a wide range of business settings. For instance, remarks about a bike’s
drivability might be more important coming from a vehicle enthusiast blog
owner, which can be checked through Twitter.
 Personalisation challenges: More important than separating through
substantial volumes of data resources taken from a variety of sources is that a
wide range of channels must be set up to recognise different filters of business
value relying on who the customers are.
 Finding correlations in a dynamically changing business world: Pattern

detection in data correlations may specify developing trends. For example,
investigating the correlation between Web searches about influenza symptoms,
and medicines and geographical places over a period can help in forecasting the
patterns for influenza infections.
Technology for Business Analytics
• Business analytics is a composition of various solutions that are used in building

the model of analysis that will help in simulating and creating scenarios.
• Predictive analytics, data mining, applied analytics and statistics are all part of
the business analytics process, which is offered as an application that can be used
by any business user.
• Technologies for BA include considerations for the following:
Database Web Big data
Computer
Data analysis and Data visualisation
network and
statistical packages tool
equipment
Data Pre- Data
processing tool Virtualisation tool
Technology for Business Analytics
• As far as the technology is concerned, the following trends in employment of

business analysts are emerging:
 The Digital BA: BA helps organisations in adapting to the trend of digital
transformations.
 DevOps: DevOps helps organisations in adapting a faster delivery of small
changes. They do this while mitigating risks available in the production
environment. This requires a different way of working and the adoption of new
toolsets.
 Consulting in the Gig Economy: These are the times where a lot of people are
preferring short consulting stints and avoid long-term employment. This trend
is expected to grow further.
Let’s Sum Up
• Businesses utilise analytics to investigate and analyse their data, then turn their
discoveries into insights that assist executives, managers and operational workers
make better, more educated business choices.
• For the efficient use of BA, companies are required to have quantitative methods
and evidence-based data for business modelling and decision-making.
• Businesses employ four forms of analytics : descriptive analytics, which looks at
what has occurred in the past; predictive analytics, which looks at what could
happen in the future; prescriptive analytics, which looks at what should happen in
the future; and diagnostic analytics which looks data or information to figure out
why something happened.
• The role of any business analyst is very important, mainly because he is the one
who acts as a bridge between customers, all the team members and stakeholders.
Let’s Sum Up
• Any good analytical personnel will require to have various skills. Some common
skills are communication skills, critical analysis skills, problem-solving skills,
management and leadership skills, technical awareness and time management
skills.
• Business analytics is a composition of various solutions that are used in building
the model of analysis that will help in simulation and creating scenarios.
• Predictive analytics, data mining, applied analytics and statistics are all part of
the business analytics process, which is offered as an application that can be used
by any business user.
• Technologies for BA include considerations are: Database, Web, Big data,
Computer network and equipment, Data analysis and statistical packages, Data
visualisation tool, Data Pre-processing tool, and Data Virtualisation tool.
Chapter 4: Descriptive Analytics
Chapter Index
Slide
From-To
2 Topic 1 Descriptive Analytics 117 – 120
3 Topic 2 Descriptive Statistics 121 – 131
4 Let’s Sum Up 132 – 133

• Explain the meaning of descriptive analytics and its working
• Describe the advantages and disadvantages of descriptive analytics
• Discuss the concept of descriptive statistics
• Interpret the central tendency, variability, and standard deviation
• Discuss the univariate, bivariate, and multivariate descriptive statistics
Descriptive Analytics
• Descriptive analytics is the analysis of past data in order to better understand

company developments. The utilisation of a variety of historical data to make
comparisons is referred to as descriptive analytics.
• Descriptive analytics is the source of the majority of widely reported financial
measures.
• Business intelligence and data mining instruments/methods have been the
accepted components of doing so for bigger organisations. Practically every
association does some type of outline and MIS reporting using the information
base or simply spreadsheets. There are three crucial approaches to abridge and
describe the raw data:
1. Dashboards and MIS reporting
2. Impromptu detailing
3. Drill-down reporting
Working of Descriptive Analytics

• There are five steps that describe the overall working of the descriptive analytics:
1. Determine the business metrics and KPIs
2. Obtain the required data
3. Data extraction and preparation
4. Analysing data
5. Presenting data
Advantages of using Descriptive Analytics

• Some advantages of descriptive analytics are as follows:
 Descriptive analytics is thought to be helpful in discovering variables and
emerging ideas that may then be investigated further through experimental
and inferential investigations.
 Descriptive analytics is beneficial since the margin for error is low because the
trends are extracted directly from the data attributes.
 Descriptive analysis does not necessitate a high level of statistical knowledge or
experience.
 Descriptive analytics delivers the data required to efficiently answer those
queries, regardless of when or how frequently they are asked.
Drawbacks of Descriptive Analytics

• Some disadvantages of descriptive analytics are as follows:
 Descriptive analytics just recounts what has occurred without attempting to

understand the causes or anticipate what will occur next.
 It is also usually confined to relatively simple studies involving two or three

variables.
 The focus of descriptive analytics is solely on historical performance and it

makes no attempt to explore further than the data’s surface.
Descriptive Statistics
• Statistics involves collecting, organising, analysing, interpreting and presenting

data. You are familiar with the concept of statistics in daily life as reported in
newspapers and the media, for example, baseball batting averages, airline on time
arrival performance and economic statistics such as the Consumer Price Index
(CPI). Statistical methods are essential to business analytics.
• Microsoft Excel supports statistical analysis in two ways:
1. With statistical functions that are entered in worksheet cells directly or
embedded in formulas.
2. With the Excel Analysis ToolPak add-in to perform more complex statistical
computations.
• A population consists of all items of interest for a particular decision or
investigation
• A sample is a subset of a population
• Thus, the process of sampling aims to obtain enough information to create a legal
interpretation about a population.
• Market researchers, for example, use sampling to gauge consumer perceptions on
new or existing goods and services, auditors use sampling to verify the accuracy of
financial statements; and quality control analysts sample production output to
verify quality levels and identify opportunities for improvement.
• Descriptive statistics describes the data while inferential statistics infers about
the population from the sample.
Understanding Statistical Notation

• We typically label the elements of a dataset using subscripted variables, x1, x2, …
and so on.
• In general, xi represents the ith observation.
• In statistics, it is common to use Greek letters to represent the population

measures such as:
• σ = sigma; μ = mu; π = pi
• In statistics, it is common to use italic letters for sample statistics such as by (x-
bar), s and p.
• N = Number of items in a population
• n = Number of observations in a sample
• Summation operator, (Greek capital sigma), which means that the terms that
follow it are added together.
• Thus, understanding these conventions and mathematical notations will help you
interpret and apply statistical formulas.
Central Tendency
• Central tendency is the measurement of a single value that attempts to describe a
set of data by identifying the central position within that set of data.
Measurement of central tendency is also called as measures of central location.
Some common terms used as valid measures of central tendency are as follows:
• Mean: The mathematical average is called the mean (or the arithmetic mean),
which is the sum of the observations divided by the total number of observations.
The mean of a population is shown by the μ and the sample mean is denoted by 𝑋.
ത
• If the population contains N observations x1, x2,…, xN then, the population mean
is calculated as:
• The sample mean of n sample observations x1, x2,…, xN is calculated as:

• Median: The measure of location that specifies the middle value when the data is
ordered (arranged from the least to the greatest or the greatest to the least) is the
median. If the number of observations is odd, then the median is the exact middle
of the sorted numbers, i.e., the 4 observations. If the number of observations is
even, say 8, the median is the mean of the two middle numbers, i.e., mean of 4th
and 5th observation.
• Mode: A third method of measuring the location is called mode. It is the
observation/number/series that occurs the maximum number of times. The mode
is valuable for datasets containing smaller number of unique values. You can
easily identify the mode from a frequency distribution by identifying the value
having the largest frequency or from a histogram by identifying the highest bar.
• Midrange: A fourth measure of location that is used occasionally is the midrange.
This is simply the average of the greatest and least values in the data set.
Variability
• A commonly used measure of dispersion is the variance. Basically, variance is the
squared deviations average of the observations from the mean. The bigger the
variance is, the more is the spread of the observations from the mean. This
indicates more variability in the observations. The formula used for calculating
the variance is different for populations and samples. The formula for the variance
of a population is:
• where xi is the value of the ith item, N is the number of items in the population
and μ is the population mean. The variance of a sample is calculated by using the
formula:
• Where, n is the number of items in the sample and x is the sample mean.
Standard Deviation
• The square root of the variance is the standard deviation. For a population, the
standard deviation is computed as:
• And for samples, it is

Coefficient of Variation
• The coefficient of variation (CV) provides a relative measure of dispersion in data
relative to the mean and is defined as:
• This statistic is useful when comparing the variability of two or more data sets
when their scales differ. The coefficient of variation offers a relative risk to return
measure. The smaller the coefficient of variation, the smaller the relative risk is
for the return provided. The reciprocal of the coefficient of variation, called return
to risk, is often used because it is easier to interpret.
Univariate, Bivariate and Multivariate Descriptive Statistics

• In univariate descriptive statistics, only one variable deals with the information.
Univariate data analysis is the simplest type of analysis. It is not concerned with
causes or links and the primary goal of the analysis is to describe the data and
identify patterns. Height is an example of univariate descriptive statistics.
• In bivariate descriptive statistics, two variables are used for analysis. This sort of
data analysis is concerned with causes and relationships and the goal is to
determine the link between the two variables. Temperature and Hot Coffee sales
in the winter season is the example of bivariate data.
Univariate, Bivariate and Multivariate Descriptive Statistics

• In multivariate descriptive statistics, three or more variables are used for
analysis. It is similar to bivariate, however there are more variables. The methods
for analysing this data are determined by the objectives to be met. Regression
analysis, path analysis, factor analysis and multivariate analysis of variance are
some of the approaches.
Let’s Sum Up
• Business analytics provides the insight and value of a business, making it one of
the most important IT functions for any running business.
• Descriptive analytics can be defined as condensing the existing data to get a better
understanding of what is going on using business intelligence tools.
• Descriptive analytics involves “What has occurred in the corporation” and “What
is going on now?”
• Statistics, as defined by David Hand, past president of the Royal Statistical
Society in the UK, is both the science of uncertainty and the technology of
extracting information from data.
• Statistics involves collecting, organising, analysing, interpreting and presenting
data.
• Central tendency is the measurement of a single value that attempts to describe a
set of data by identifying the central position within that set of data.
Let’s Sum Up
• The mathematical average is called the mean (or the arithmetic mean), which is
the sum of the observations divided by the total number of observations.
• The measure of location that specifies the middle value when the data are
arranged from least to greatest is the median.
• Mode is the observation/number/series that occurs the maximum number of times.
The mode is valuable for datasets containing smaller number of unique values.
• Midrange is simply the average of the greatest and least values in the data set.
• A commonly used measure of dispersion is the variance. Basically, variance is the
squared deviations average of the observations from the mean.
• The square root of the variance is the standard deviation.
• The coefficient of variation (CV) provides a relative measure of the dispersion in
data relative to the mean.
• In univariate descriptive statistics, only one variable deals with the information.
Chapter 5: Predictive Analytics
Chapter Index
Slide
From-To
2 Topic 1 Predictive Analytics 138 – 143
3 Topic 2 Predictive Modelling 144 – 148
4 Topic 3 Data Mining 149 – 159
5 Let’s Sum Up 160 – 161

• Explain the meaning of predictive analytics and its working
• Explain the role of predictive analytics in different fields
• Explain the concept of predictive modelling
• Explain data mining and its architecture
• Explain the risk involved in data mining
Predictive Analytics
• Predictive analytics mainly predicts the likelihood of events in future. In other

words, it answers “What could happen?” with the help of statistical models and
various techniques of forecasting. It predicts the near future probabilities and
trends and helps in ‘what-if ’ analysis. In predictive analytics, we use statistics,
data mining techniques, and machine learning to analyse the future.
• Steps involved in predictive analytics:
Importance of Predictive Analytics

• Predictive analytics is being used by businesses to address issues and find new
possibilities. The following are some examples of common applications:
 Detecting fraud
 Optimising marketing campaigns
 Improving operations
 Reducing risk
Role of Predictive Analytics in Different Fields

• The following describe the roles of predictive analytics in some fields as examples:
 Retail: As an example, I frequently use Amazon. It surprises me how effectively
they employ predictive analytics. They always seem to know just what I want
to get next.
 Finance: A bank can therefore determine whether or not I’m a good candidate
for a loan based on my previous data, so reducing risk.
 Healthcare: According to ArborMetrix, predictive analytics can analyse past
patient data using AI and machine learning. The system can then predict
disease risks for particular patients.
Using Predictive Analytics to Influence Business Outcomes

• Predictive analytics is more available than ever before in modern technology and
the inclusive predictive analytics market estimated to extend to almost $28.1
billion by 2026.
• Almost every organisation can take advantage from predicting future performance
implementing predictive analytics for measuring and manipulating risk. Some of
the examples of predictive analytics to influence business outcomes are as follows:
 Sales performance
 Ecommerce activity
 Lead generation
Tools Used for Predictive Analytics

• There are several predictive analytics tools in the market in which to choose the
right one sometimes appears as intimidating. These tools are not used for a single
purpose but they can be used across many factors comprising functions, price and
no. of users etc.
• Some of the most popular tools used in predictive analytics are as follows:
 SAP analytics cloud
 IBM Watson studio
 Alteryx
 Microsoft Azure Machine Learning
 Statistical analysis software (SAS)
 H2O Driverless AI
Predictive Analytics vs Machine Learning

Predictive Modelling
• Predictive modelling is the method of making, testing and authenticating a model

to best predict the likelihood of a conclusion. Several modelling procedures from
artificial intelligence, machine learning and statistics are present in predictive
analytics software solutions.
• The different models available for predictive analytics software enables the
system to develop new data information and predictive models.
• Predictive analysis and models are characteristically used to predict future
probabilities. Predictive models in business context are used to analyse historical
facts and current data to better comprehend customer habits, partners and
products and to classify possible risks and prospects for a company. It practices
many procedures, including statistical modelling; data mining and machine
learning to aid analysts make better future business predictions.
• The following points describe more about predictive modelling:

 Predictive modelling is at the heart of business decision making
 Building decision models more than science is an art
 Creating an ideal decision model demands:
 Good understanding of functional business areas
 Knowledge of conventional and in-trend business practices and research
 Logical skillset
 It is always recommended to start simple and keep on adding to the models as

required.
Logic-driven Models
• Logic driven models are created on the basis of inferences and postulations which
the sample space and existing conditions provide. Creating logical models require
solid understanding of business functional areas, logical skills to evaluate the
propositions better and knowledge of business practices and research.
• To understand better, let us take an example of a customer who visits a restaurant
around six times in a year and spends around ` 5000 per visit. The restaurant gets
around 40% margin on per visit billing amount. The annual gross profit on that
customer turns out to be 5000 × 6 × 0.40 = `12000. 30% of the customers do not
return each year, while 70% do return to provide more business to the restaurant.
Logic-driven Models
• Assuming the average lifetime of a customer (time for which a consumer remains
a customer) W 1/.3 = 3.33 years.
• So, the average gross profit for a typical customer turns out to be 12000 × 3.33 =
`39,960.
• Armed with all the above details, we can logically arrive at a conclusion and can
derive the following model for the above problem statement:
Data-driven Models
• The main aim of data-driven model concept is to find links between the state
system variables (input and output) without clear knowledge of the physical
attributes and behaviour of the system.
• The data driven predictive modelling derives the modelling method based on the
set of existing data and entails a predictive methodology to forecast the future
outcomes. It is data-driven only when there is no clear knowledge of the
relationships among variables/system, though there is lot of data.
• Here, you are simply predicting the outcomes based on the data. The model is not
based on hand-picked variables, but may contain unobserved, hidden combination
of variables.
Data Mining
• Data Mining (DM) is the process of discovering trends and patterns from large sets of
data. Data mining involves mathematical and statistical analyses to obtain patterns
and trends that already exist in the data.
• Usually, these patterns are tough to be deciphered by traditional methods of data
analysis because either the associations are too complex or the data is huge. A data
mining function can be used to identify the details of customers who have not made any
transaction in the last one year.
• Data mining is accomplished by building models. A model runs an algorithm over a set
of data. The data mining models can be useful in specific scenarios, such as the
following:
 Forecasting
 Determining risk and probability
 Providing recommendations
 Finding sequences and grouping
Data Mining
Data Mining Parameters

• Data mining uses processes, based on parameters and rules, to pull out critical
information from vast amounts of data.
• We have a choice between parametric and non-parametric models. In parametric
models, the distribution is known or assumed.
• The model may have hyperparameters and parameters. Some examples of
hyperparameters are train-test split ratio, learning rate and choice of optimization
algorithm. Usually, the parameters are weights that are estimated in the model.
• Data mining parameters include the following:
 Sequence or path analysis
 Classification
 Forecasting
Data Mining
Techniques for Data Mining

• Some techniques used for data mining are as follows:
 Association
 Clustering
 Classes
 Regression
 Sequential patterns
 Prediction
 Decision trees
 Outlier analysis or anomaly analysis
 Neural network
Data Mining
How Data Mining works?

• Data mining consists of the following six steps:
1. Data is pulled from the data warehouse and sent to the ETL layer, where E
stands for extract, i.e., pulled, T for transform and L for load.
2. Based on the query generated, the data is explored for the matching patterns.
3. The output is then forwarded to the analyst, who prepares a new set of
questions to elaborate on certain aspects of the findings or to refine the search.
This is an iterative search process.
4. Once the analyst is through with the task, the final report generated by the
data mining system is forwarded for human interpretation.
5. The data is then represented in a functional format, such as a report, graph or
a table.
6. Finally, it is passed on to the decision makers to take an appropriate action
based on such findings.
Data Mining
Architecture of Data Mining

• Data mining extracts information from data set and transforms that information
into a comprehensible structure for further use.
• The efficiency with which the data is mined is ruled by the architecture of a data
mining system. Both the architecture and algorithms play a significant role in the
mining process.
• Data mining system integrates a variety of data mining algorithms to cater to the
different needs of different customers.
Data Mining
Architecture of Data Mining

• The basic architecture of the data mining system:
Data Mining
• The different layers of the data mining process are explained as follows:
 Graphical user interface
 Pattern evaluation module
 Data mining engine
 Database or data warehouse server
 Database/data warehouse
 Knowledge base
Data Mining
Various Risks Involved in Data Mining

• The use of data mining also has some potential risks, as shown:
Data Mining
Advantages and Disadvantages of Data Mining

• The following are some advantages of data mining:
 Marketing/advertising: Data mining supports advertising and marketing
professionals by imparting them useful, valuable and
 Banking/crediting: Data mining aids financial institutions in areas, such as
credit default and loan delivery.
 Law enforcement: Data mining assists law enforcement agencies in identifying
criminal suspects, as well as in catching them by investigating trends in
location, habits, crime type and other behaviour patterns.
 Researchers: Data mining supports researchers by increasing the pace of their
data analysis process; thus, providing them more time to work on other
projects.
Data Mining
• The following are some disadvantages of data mining:

 Privacy issues: Personal privacy has constantly been a major concern
irrespective of the wide usage of the Internet and its services in various
organisations. In recent years, the concern about privacy has increased
significantly in view of data leakage from trusted organisations. Owing to
privacy issues, some people avoid shopping on the Internet. There is a constant
apprehension that personal information.
 Security issues: Although companies have access to a considerable amount of
personal information available online, they do not have sufficient security
systems in place to protect that information.
 Misuse of information/inaccurate information: Patterns obtained through data
mining are intended to be used for marketing or any other ethical purpose, but
there is always a danger of it being misused.
Data Mining
Data Mining vs Predictive Analytics

Let’s Sum Up
• Predictive analytics is the process of focussing on predicting the possible outcome

using machine-learning techniques.
• Predictive analysis tools are not used for a single purpose but they can be used
vary across many factors comprising functions, price and no. of users.
• Predictive modelling is the method of making, testing and authenticating a model
to best predict the likelihood of a conclusion.
• Logic driven models are created on the basis of inferences and postulations which
the sample space and existing conditions provide.
• The main aim of data-driven model concept is to find links between the state
system variables without clear knowledge of the physical attributes and behaviour
of the system.
Let’s Sum Up
• Data Mining (DM) is the process of discovering trends and patterns from large
sets of data.
• Both the architecture and algorithms play a significant role in the mining process.
• Machine learning and predictive analytics are sometimes used synonymously but
they are related to two distinct disciplines.
• Models in predictive analytics can utilise single or more classifiers.
Chapter 6: Prescriptive and Diagnostic Analytics
Chapter Index
Slide
From-To
2 Topic 1 Overview of Prescriptive Analytics 166 – 177
3 Topic 2 Diagnostic Analytics 178 – 180
4 Let’s Sum Up 181 – 182

• Discuss the concept of prescriptive analytics
• Explain the overview of prescriptive analytics
• Describe the tools of prescriptive analytics
• Explain the significance of diagnostic analytics
• Discuss the differences between prescriptive and diagnostic analytics
Overview of Prescriptive Analytics
• By using the optimisation technique, prescriptive analytics determines the finest

substitute to minimise or maximise some equitable finance, marketing and many
other areas.
• For example, if we have to find the best way of shipping goods from a factory to a
destination, to minimise costs, we will use prescriptive analytics. Data, which is
available in abundance, can be streamlined for growth and expansion in
technology as well as business.
• Today, businesses are collecting, storing, analysing and interpreting more data as
compared to the previous years, and this trend is continuing at an alarming rate
to gain momentum. According to many leading professors and researchers, this is
the era of a Big Data revolution. In any case, it is not the amount of information
that is progressive. Rather, the revolution has got something to do with the
volume, variety and velocity of data.
• Prescriptive analytics go beyond predictions, workforce optimisations and decision

options. It is usually used to analyse complex data to analyse huge complex data
to forecast outcomes, offer decision options and show alternative business impact.
• In real life, prescriptive analytics can automatically and continuously process new
data to improve forecast accuracy and offer better decision options. For instance,
prescriptive analytics can be utilised to profit healthcare key arranging.
• By utilising data analytics, one can harness operational information which
includes population statistic patterns, financial information, and population
health patterns, to a more exact arrangement and contribute future capital, such
as, equipment usage and new facilities.
Functioning of Prescriptive Analytics

• Utilising prescriptive analytics is a complex and time-taking process that
investigates all viewpoints to sustain the decision-making process, including:
 Identifying and breaking down every single potential choice.
 Defining potential connections and associations between each of these choices
with each other.
 Identifying variables that could affect each of these choices (positively or
negatively)
• Prescriptive analytics utilises procedures like optimisation, game theory,

simulation, and decision-analysis techniques. A procedure as opposed to a defined
event, prescriptive analytics can constantly and consequently prepare new
information to enhance predictive precision and give better decision choices.
Commercial Operations and Viability

• Prescriptive analytics add another measurement to operational and business
adequacy by giving directors a chance to foresee what structures, messages and
targets will yield ideal outcomes given the organisation’s remarkable parameters,
and after that choose which way will give the biggest returns. There are numerous
other business applications of prescriptive analytics, such as:
 Optimising spend and rate of profitability (ROI) through exact customer
profiling
 Providing important data for brand planning and go-to-market procedures
 Maximising campaign productivity, sales force arrangement and promotional
activities
 Predicting and proactively overseeing market events
 Providing significant data for territory examination, customer deals and
medical data
Research and Innovation

• Research and advancement are frequently speculating games, however,
prescriptive analytics can be a noteworthy differentiator for any organisation
occupied with Research and Development exercises in a competitive industry
including:
 Demonstrating, anticipating and enhancing results from item utility
 Understanding sickness (or different zones of intrigue) patterns/movement
 Establishing ideal trial conditions through focused patient cohorts
 Increasing customer adherence to the item and diminishing compliance
 Understanding necessities for customised drug and different advancements
 Determining and setting up focused items and interventions
 Determining and setting up an ideal trial conditions through focused patient
cohorts
Business Development
• Understanding what new items are required, what differentiating components
will make one item sell better than the other, or which markets are demanding
which items are key zones for prescriptive analytics including:
 Identifying and settling on choices about circumstances/rising ranges of unmet
need
 Predicting the potential advantage
 Proactively following industry trends and actualising techniques to get an
advantage
 Exploiting data analytics to distinguish particular buyer populations and
regions that ought to be focused on
Consumer Excellence
• Prescriptive analytics can be utilised to improve purchaser excellence in a huge
number of ways including:
 Predicting what purchasers will need and settling on key choices that address
those necessities.
 Segmenting purchasers and recognising and focusing on custom fitted
messages to them.
 Staying on top of competition and deciding (e.g., marketing, branding) about
items that will prompt more desirable items and higher sales.
Corporate Accounts
• Corporate account functions can immensely use prescriptive analytics to improve
their capacity to settle on choices that help drive internal excellence and outer
strategy.
• The following points describe the internal excellence as follows:
 Viability and direction for non-item related activities; what choices ought to be
made and what is the effect.
 Viability and direction for item related activities; what choices ought to be
made and what is the effect.
Supply Chain
• Prescriptive analytics can likewise furnish, supply chain capacities with an upper
hand through the capacity to predict and make decisions in a few basic areas
including:
 Forecasting future demand and pricing (e.g., supplies, material, fuel and
different components affecting cost to guarantee proper supply).
 Utilising prescriptive analytics to illuminate stock levels, schedule plants, route
trucks and different components in the supply chain cycle.
 Modifying supplier threat by mining unstructured information regarding value-
based information.
 Better understanding historical demand examples and product course through
supply chain channels, anticipating future examples and settling on choices on
future state procedures.
Governance, Risk and Compliance

• Governance, risk and compliance are functions of increasing importance across
almost every industry. Prescriptive analytics can help organisations achieve
compliance through the ability to expect forthcoming risks and make proper
mitigation decisions.
• Utilisation of prescriptive analytics in the region of governance, hazard and
compliance incorporates:
 Improving internal review effectiveness
 Notifying third-party arrangement and management
 Classifying patterns related with outlandish spend (e.g., total spend working on
this issue of pharma)
 Applying very much learned compliance controls
Differences between Descriptive, Predictive and Prescriptive Analytics

Tools Used for Prescriptive Analytics

• As more data is created the tools which are used to store that data, structure,
analysis and visualisations are considered as more essential for business purpose.
There are several prescriptive analytics platforms tools in the market. Some of the
common prescriptive analytics tools are as follows:
 Sisene
 Rapidminer
 Looker
 Alteryx
Diagnostic Analytics
• Diagnostic analytics is used to find the root cause of a given situation. It can also
be used to find the casual relationship between two or more data sets if the root
cause is not detectable.
• The analytics team or person must be careful about selecting relevant data for
analysis or for finding relation among more than one data set.
• Example: You have done descriptive analytics and it shows low sales on your
online grocery store website. Followed by some event checks and analysis, it
occurs to you that users are adding items in the card but are not checking out. You
now come to a conclusion that there is some issue with user experience on your
website, but what is it precisely? There exists many factors which could be
affecting sales, such as the payment page is not using more secure https web
service, the payment options form does not work or an unexpected charged
amount appears on the page. Hence, diagnostic analysis enables you to present a
picture and the cause behind it, which is not apparent in the presented data.
Advantages of Using Diagnostic Analytics

• Diagnostic analytics help users to recognise questions of some kind such as what
is going to happen in the future concerning updates, operational setting and so on.
• Some of the benefits of using diagnostic analytics are as follows:
 Obtain modified and precise answers
 Obtain data-driven descriptions, not estimations
 Avoid reiterating historical faults
Difference between Diagnostic and Prescriptive Analytics

Let’s Sum Up
• Prescriptive analytics will provide a prediction or a forecast of what future trends

in the business may look like.
• Corporate account functions can immensely use prescriptive analytics to improve

their capacity to settle on choices.
• Governance, risk and compliance are elements of expanding significance crosswise

over practically every industry.
• Sisene is a most influential tool as it provides users to create attractive,

collaborative reports based on data.
• Rapidminer is a tool that provides user an open source analytics platform that
delivers AI and prescriptive analytics to businesses.
• Diagnostic analytics is used to find the root cause of a given situation.

Let’s Sum Up
• Alteryx is a self-service platform that delivers several kinds of products for the
business needs.
• Prescriptive analytics can automatically and continuously process new data to
improve forecast accuracy and offer better decision options.
• Supply chain capacities with an upper hand through the capacity to predict and
make decisions in a few basic areas.
Chapter 7: Data Representation and Visualisation for
Analytics
Chapter Index
Slide
From-To
2 Topic 1 Ways of Representing Visual Data 187 – 189
Techniques used for Visual Data

3 Topic 2 190 – 200
Representation
4 Topic 3 Types of Data Visualisation 201 – 203
5 Topic 4 Applications of Data Visualisation 204 – 205
6 Topic 5 Visualising Big Data 206 – 211
7 Let’s Sum Up 212 – 213

• Describe the meaning of visualisation
• Discuss the different ways of representing visual data
• Explain the techniques used for data visualisation
• Describe the types and applications of data visualisation
• Discuss how data visualisation is useful in big data
Ways of Representing Visual Data
• The data is first analysed and then the result of that analysis is visualised in
different ways as discussed above. There are two ways to visualise a data:
infographics and data visualisation.
Infographics
• Infographics are the visual representations of information or data rapidly and
accurately. The use of colourful graphics in drawing charts and graphs helps in
improving the interpretation of a given data.
Data Visualisation
• Data visualisation is the study of representing data or information in a visual
form. With the advancement of digital technologies, the scope of multimedia has
increased manifold.
• It is an established fact that the human mind can comprehend information more
easily if it is presented in the form of visuals.
• News channels often integrate and present visuals related to accidents, natural
disasters, weather reports, and survey results to incite a realistic imagination in
the viewers’ mind.
• Visualisation is an excellent medium to analyse, comprehend, and share
information.
• Visual images help to transmit a huge amount of information to the human brain
at a glance.
• Visual interpretations help in exploring data from different angles, which help
gain insights.
• Visualisation helps in identifying problems and understanding trends and
outliers.
• Visualisations point out the key or interesting breakthroughs in a large dataset.
• Data can be classified on the basis of the following three criteria irrespective of
whether it is presented as data visualisation or infographics:
 Method of creation
 Quantity of data displayed
 Degree of creativity applied
• Various content types:
 Graph
 Diagram
 Timeline
 Template
 Checklist
 Flowchart
 Mind map
Techniques Used for Visual Data Representation
• Data can be presented in various visual forms, which include simple line
diagrams, bar graphs, tables, matrices, etc. Some techniques used for a visual
presentation of data are as follows:
 Isoline: It is a 2D data representation of a curved line that moves constantly on
the surface of a graph.
• Isosurface: It is a 3D representation of an isoline. Isosurfaces are designed to

represent points that are bound by a constant value in a volume of space, i.e. in a
domain that covers 3D space.
• Direct Volume Rendering (DVR): It is a method used for obtaining a 2D projection

for a 3D dataset. A 3D record is projected in a 2D form through DVR for a clearer
and more transparent visualisation.
• Streamline: It is a field line that results from the velocity vector field description
of the data flow.
• Map: It is a visual representation of locations within a specific area. It is depicted

on a planar surface.
• Parallel Coordinate Plot: It is a visualisation technique of representing

multidimensional data.
• Venn Diagram: It is used to represent logical relations between finite collections of

sets.
• Timeline: It is used to represent a chronological display of events.

• Euler Diagram: It is a representation of the relationships between sets.

• Hyperbolic Trees: They represent graphs that are drawn using the hyperbolic
geometry.
• Cluster Diagram: It represents a cluster such as a cluster of astronomic entities.

• Ordinogram: It is used to analyse various sets of multivariate objects.

Types of Data Visualisation
• You already know that data can be visualised in many ways, such as in the forms
of 1D, 2D, or 3D structures. The following are the different types of data
visualisations:
 1D (Linear) data visualisation: In the linear data visualisation, data is
presented in the form of lists. Hence, we cannot term it as visualisation. It is
rather a data organisation technique. For example, a list of items organised in
a predefined manner.
 2D (Planar) data visualisation: This technique presents data in the form of
images, diagrams, or charts on a plane surface. Cartogram and dot distribution
map are examples of 2D data visualisation. Some tools used to create 2D data
visualisation patterns are GeoCommons, Google Fusion Tables, Google Maps
API, Polymaps, Tableau Public, etc. For example, choropleth, cartogram, dot
distribution map, and proportional symbol map.
• 3D (Volumetric) data visualisation: In this method, data presentation involves

exactly three dimensions to show simulations, surface and volume rendering, etc.
Generally, it is used in scientific studies. Today, many organisations use 3D
computer modelling and volume rendering in advertisements to provide users a
better feel of their products. To create 3D visualisations, we use some visualisation
tools that involve AC3D, AutoQ3D, TrueSpace, etc. For example, 3D computer
models, surface rendering, volume rendering, and computer simulations.
• Temporal data visualisation: Sometimes, visualisations are time dependent. To
visualise the dependence of analyses on time, the temporal data visualisation is
used, which includes Gantt chart, time series, sanky diagram, etc. TimeFlow,
Timeline JS, Excel, Timeplot, TimeSearcher, Google Charts, Tableau Public, and
Google Fusion Tables, etc. are some tools used to create temporal data
visualisation.
• Multidimensional data visualisation: In this type of data visualisation, numerous

dimensions are used to present data. We have pie charts, histograms, bar charts,
etc. to exemplify multidimensional data visualisation. Many Eyes, Google Charts,
Tableau Public, etc. are some tools used to create multidimensional data
visualisation.
• Tree/Hierarchical data visualisation: Sometimes data relationships need to be
shown in the form of hierarchies. To represent such kind of relationships, we use
tree or hierarchical data visualisations. Examples of tree/hierarchical data
visualisation include hyperbolic tree, wedge-stack graph, etc. Some tools to create
hierarchical data visualisation are d3, Google Charts, and Network
Workbench/Sci2.
• Network data visualisation: It is used to represent data relations that are too
complex to be represented in the form of hierarchies. Some examples of network
data visualisation tools include matrix, node link diagram, hive plot.
Applications of Data Visualisation
• Data visualisation tools and techniques are used in various applications. Some of
the areas in which we apply data visualisation are as follows:
 Education: Visualisation is applied to teach a topic that requires simulation or
modelling of any object or process. Organ system or structure of an atom is best
described with the help of diagrams or animations.
 Information: Visualisation is applied to transform abstract data into visual
forms for easy interpretation and further exploration.
 Production: Various applications are used to create 3D models of products for
better viewing and manipulation. Real estate, communication, and automobile
industry extensively use 3D advertisements to provide a better look and feel to
their products.
 Science: Every field of science, including fluid dynamics, astrophysics, or
medicine use visual representation of information.
Applications of Data Visualisation
 Systems visualisation: Systems visualisation is a relatively new concept that

integrates visual techniques to better describe complex systems.
 Visual communication: Multimedia and entertainment industry use visuals to
communicate their ideas and information.
 Visual analytics: It refers to the science of analytical reasoning supported by
the interactive visual interface. The data generated by social media interaction
is interpreted using visual analytics techniques.
Visualising Big Data
• Visual analysis of data is not a new thing. For years, statisticians and analysts
have been using visualisation tools and techniques to interpret and present the
outcomes of their analyses.
• Almost every organisation today is struggling to tackle the huge amount of data
pouring in every day. Data visualisation is a great way to reduce the turn-around
time consumed in interpreting Big Data.
• Traditional visualisation techniques are not efficient enough to capture or
interpret the information that Big Data possesses.
• Big Data comprises both structured as well as unstructured form of data collected
from various sources. Heterogeneity of data sources, data streaming, and real-
time data are also difficult to handle using traditional tools.
• The response time of traditional tools is quite high, making it unfit for quality
interaction.
Deriving Business Solutions

• The most common notation used for Big Data is 3Vs—volume, velocity, and
variety. But the most exciting feature is the way in which value is filtered from
the haystack of data. Big Data generated through social media sites is a valuable
source of information to understand consumer sentiments and demographics.
• Almost every company nowadays is working with Big Data and facing the
following challenges:
 Most data is in unstructured form
 Data is not analysed in real-time
 The amount of data generated is huge
 There is a lack of efficient tools and techniques
• Considering all these factors, IT companies are focusing more on the research and
development of robust algorithms, software, and tools to analyse the data that is
scattered in the Internet space.
• Tools such as Hadoop are providing state-of-the-art technology to store and
process Big Data.
• Analytical tools are now able to produce interpretations on smartphones and
tablets. It is possible because of the advanced visual analytics that is enabling
business owners and researchers to explore the data to find out trends and
patterns.
Turning Data into Information

• The most exciting part of any analytical study is to find useful information from a
plethora of data.
• Visualisation facilitates the identification of patterns in the form of graphs or
charts, which in turn helps to derive useful information. Data reduction and
abstraction are generally followed during data mining to get valuable information.
• Visual data mining also works on the same principle as simple data mining;
however, it involves the integration of information visualisation and human-
computer interaction.
• Visualisation of data produces cluttered images that are filtered with the help of
clutter-reduction techniques. Uniform sampling and dimension reduction are two
commonly used clutter-reduction techniques.
clutter-reduction techniques. Uniform sampling and dimension reduction are two
commonly used clutter-reduction techniques.
• Visual quality metrics can be categorised as:
 Size metrics, (e.g. number of data points)
 Visual effectiveness metrics, (e.g. data density, collisions)
 Feature preservation metrics, (e.g. discovering and preserving data density
differences)
• A visual analytics tool should be:

 Simple enough so that even non-technical users can operate it
 Interactive to connect with different sources of data
 Competent to create appropriate visuals for interpretations
 Able to interpret Big Data and share the information
• Apart from representing data, a visualisation tool must be able to establish links
between different data values, restore the missing data, and polish data for
further analysis.
Let’s Sum Up
• Data is everywhere, but to represent the data in front of the users in such a way
that it communicates all the necessary information effectively is important.
• Data visualisation can be understood as a technique that can be used to

communicate data or information by transforming it into pictorial or graphical
format.
• Infographics are the visual representations of information or data rapidly and

accurately.
• Data visualisation is the study of representing data or information in a visual

form.
• Data can be presented in various visual forms, which include simple line
diagrams, bar graphs, tables, matrices, etc.
Let’s Sum Up
• Data visualisation tools and techniques are used in various applications, such as
education, information, production, science, visual analytics, etc.
• Visual analysis of data is not a new thing. For years, statisticians and analysts
have been using Visualisation tools and techniques to interpret and present the
outcomes of their analyses.
• Data visualisation is a great way to reduce the turn-around time consumed in

interpreting Big Data. Traditional visualisation techniques are not efficient
enough to capture or interpret the information that Big Data possesses.
• Visual data mining also works on the same principle as simple data mining.
clutter-reduction techniques.
Chapter 8: Tools for Data Visualisation
Chapter Index
Slide
From-To
2 Topic 1 Proprietary Data Visualisation Tools 218 – 232
3 Topic 2 Open-Source Data Visualisation Tools 233 – 242
Advantages and Disadvantages of Good

4 Topic 3 243 – 244
Visualisation
5 Let’s Sum Up 245 – 248

• Describe the meaning of data visualisation
• Explain the different proprietary data visualisation tools
• Explain the different open-source data visualisation tools
• Describe the differences between data visualisation and open-source data
visualisation
• Discuss advantage and disadvantage of data visualisation
Proprietary Data Visualisation Tools
• Working with various Big Data analytics systems necessitates the use of Big Data
visualisation. Decision-making becomes considerably easier if the flow of raw data
is represented with visuals. To meet and surpass the customer’s expectations, Big
Data visualisation tools should provide the following features:
 The capacity to process many sorts of incoming data.
 The ability to use numerous filters to fine-tune the results.
 The capacity to interact with data sets during analysis.
 The capacity to link to other software in order to accept incoming data or offer
input.
 The ability to give users collaborative alternatives.
• The most common Big Data visualisation tools to assist you in selecting the best
match for your situation are discussed ahead.
Tableau
• Tableau is a data visualisation platform that allows data analysts, scientists,
statisticians, and other professionals to analyse data and form clear conclusions
based on their findings. Tableau handles large amounts of data fast and produce
the necessary data visualisation result.
• It is used to create and share interactive dashboards, which can depict the
variation and density of data on various visual forms like charts and graphs.
• Tableau is accessible for individual data analysts as well as corporate teams and
companies on a larger scale. It offers a 14-day free trial before moving on to the
premium version.
• Tableau offers five main products to fit into diverse data visualization
requirements for professionals and organisations. They are:
• Tableau desktop: It is self-service business analytics and data visualisation that

can be used by anybody. It translates data pictures into optimised queries. You can
directly connect to your data from your data warehouse using Tableau desktop for
up-to-date live data analysis. Queries can be performed in tableau without writing
any code. Data from multiple sources can be imported into tableau’s data engine
and then integrated to create an interactive dashboard.
• Tableau server: It is enterprise-level tableau software. You can publish dashboards
with Tableau desktop and then share them with others inside the organisation
with the help of a web-based tableau server. Following are the components of
tableau server: Application server, Vizsql server and Data server.
• Tableau online: It has the same functionality as the tableau server but it is hosted
by tableau in their cloud.
• Tableau reader: It is a free application that can be downloaded from tableau

website. It can be used to analyse the workbooks that have been saved with .tbwx
extension. The only thing worth keeping in mind is that anyone who receives the
workbook can use the tableau reader to open it. So, essentially, there is no
security.
• Tableau public: It is free download software from tableau’s website. Being “public”
means anyone can post their visualisation and any one can view other’s
workbooks. There is no feature which allows you to save your workbook; however,
it allows you to block others from downloading it. Tableau public can be used for
sharing any resource and its development.
SAS Visual Analytics (VA)

• SAS Visual Analytics (VA) is a business analytics platform that provides data
preparation, visual analysis, analytical applications, and dashboards that may be
expanded with sophisticated analytics models.
• VA also facilitates the development of conversational interfaces and chatbots.
Customers may integrate live, interactive VA visualisations into their bespoke web
apps using the Visual Analytics SDK, and a Microsoft 365 interface allows for the
embedding of VA insights in Excel documents. SAS Viya, the company’s open,
cloud-ready end-to-end analytics platform, includes SAS Visual Analytics.
• SAS has made a point of developing an open architecture that not only supports
SAS code but also languages such as R, Python, Java, and Lua natively or via
APIs to improve scalability and satisfy data scientists’ desire for these tools.
QlikView
• Qlik is a software firm that mainly deals in data visualisation, executive
dashboards, and self-service business intelligence.
• Gartner consistently ranks Qlik as one of the top data visualization and business
intelligence (BI) suppliers in the industry, alongside Tableau and Microsoft.
QlikView, the company’s main product, enables visual data exploration, self-
service BI reporting, and the creation and sharing of data dashboards.
• Qlik Sense, the company’s second key service, provides for more free-form
analytics and allows customers to construct data and web applications via API
connections. Qlik Sense may be installed either on-premises or in the cloud. The
firm also runs a product called Data Market, which gives QlikView customers
access to a selected list of publicly available data sets such as census data,
financial data, and business filing data.
R
• R analytics is data analytics performed using the R programming language, which
is an open-source language used for statistical computation or graphics.
• Statistical analysis and data mining applications typically employ this
programming language. It may be used in analytics to find trends and create
useful models.
• R, which has a graphical user interface for programmed development, provides a
wide range of analytical modelling approaches, including traditional statistical
tests, clustering, time-series analysis, linear and nonlinear modelling, and others.
• The interface consists of four windows: the script window, the console window, the
workspace window, the history window, and tabs of interest (help, packages, plots,
and files).
R
• R enables the creation of publication-ready plots and visualisations, as well as the
storing of reusable analytics for future data.
• It also now supports extensions and additional plugins such as R Studio and R
Excel, making learning easier and faster for novice business analysts and other
users. It has become the industry standard for statistical analysis and data
mining projects, and its use is expected to increase as more R-trained analysts
enter the profession.
Python
• Python is a prominent multi-purpose programming language that is extensively
used for its versatility as well as its large library collection, which is useful for
analytics and sophisticated computations.
• Because of Python’s versatility, it offers dozens of libraries dedicated to analytics,
including the widely used Python Data Analysis Library (also known as Pandas).
• The majority of Python data analytics libraries are developed in some way from
the NumPy library, which contains hundreds of mathematical computations,
operations, and functions.
• Python’s performance capabilities are far higher than that of other prominent
data analytics languages, and its interoperability with a wider range of other
languages means that it is just more convenient in most circumstances.
Excel
• Excel is a Microsoft software tool that utilises spreadsheets to organize numbers
and data using formulae and functions. Excel analysis is used by organisations of
all kinds to undertake financial analysis all across the world.
• Excel is commonly used for data organisation and financial analysis. It is utilised
in all business functions and at all sizes of businesses.
• Excel contains a plethora of functions, formulae, and shortcuts that may be

utilised to enhance its functionality. Excel is widely used in financial and
accounting operations. In fact, many businesses use Excel spreadsheets for their
whole budgeting, forecasting, and accounting activities.
• While Excel is characterised as a “data” management tool, the most usually
managed data is financial data.
SAP Analytics Cloud

• SAP Analytics Cloud is a new solution in the SAP portfolio designed to fulfil the
demands of cloud-based data visualisation. It is provided as an all-inclusive, SaaS-
based package. It addresses data visualisation, financial planning, and predictive
analytics requirements.
• Its primary role is to generate data reports. SAP Analytics Cloud is a cloud-based
solution that combines business intelligence, enhanced and predictive analytics,
and planning. It offers sophisticated analytics across the company as the analytics
layer of SAP’s Business Technology Platform.
• SAP Analytics Cloud integrates the following features in a single application:
 BI (Business Intelligence), Predictive Modelling, and Planning

Microsoft Power BI
• According to Microsoft’s documentation, Excel can be used to create at least 20
different types of charts from data in spreadsheets. Excel has restrictions in terms
of what you can generate. If your company needs a more sophisticated data
visualisation tool but wants to stay within the Microsoft environment, Power BI is
a great option.
• Power BI was designed primarily as a data analytics and visualisation tool, and it
can import data from a variety of sources and create representations in a variety
of formats.
Sisense
• Sisense Fusion is an AI-powered software solution that consistently injects
intelligence in the appropriate place at the correct time.
• Sisense is a business intelligence-based data visualisation solution that offers a
variety of tools to help data analysts simplify difficult data and get insights for
their companies and outsiders.
• Sisense thinks that, in the end, every firm will be data-driven, and every product
will be in some way tied to data. As a result, it makes every effort to deliver
various data analytics tools to business teams and data analytics so that they may
assist in transforming their organisations into data-driven enterprises of the
future.
Sisense
• Sisense Fusion Embed enables you to safely integrate analytics into any
ecosystem. Regardless of your technology stack, integrate analytics directly into
your products. Deploy on any cloud or on-premises, with a single tenant or multi-
tenant architecture, while maintaining complete control with end-to-end
governance and security that is completely automatable through rich APIs.
• For each unique dashboard, business analysts must configure and maintain
reports for each end-user (email content, subscription, and scheduling frequency).
Business users rely on business analysts to make any necessary adjustments to
report parameters, such as unsubscribing from a report.
• Sisense End-User Report Management, a BI reporting solution built inside the
Sisense data and analytics platform, gives business analysts management over
the analytics reports that are developed and disseminated.
IBM Cognos Analytics

• IBM® Cognos® Analytics combines reporting, modelling, analysis, dashboards,
storytelling, and event management to help you better understand your
organisation’s data and make more informed business choices.
• IBM Cognos Analytics is a business intelligence platform powered by artificial
intelligence that, among other things, provides data analytics.
• You can see and analyse data, as well as share actionable insights with anybody in
your business. Even if you have little or no experience with data analytics, you can
utilise IBM Cognos Analytics because it interprets the data for you and provides
actionable insights in clear English.
• You may also share your data in the cloud with other people and send graphics via
email or Slack. You may also import data from spreadsheets, the cloud, CSV files,
or on-premises databases, and merge relevant data sources into a single data
module.
Open-Source Data Visualisation Tools
• It is unsurprising that data visualisation is significant in the realm of data

science. Without a comprehensive knowledge of the data, it is difficult to monitor
and change it to make it work as it should.
• This is where data visualisation comes in; it takes the obtained data and displays.
• It in a visual context. It also makes it easier to identify patterns, track trends, and
so on.
• All of this is only possible if you have the correct data visualisation tool. When it
comes to data visualisation technologies, open-source has begun to acquire
substantial popularity.
• Furthermore, people frequently conflate the terms “free” with “open-source.” The
term “opensource” refers to having access to the source code and has nothing to do
with free tools.
Candela
• Candela is an open-source web visualisation component suite for Kitware’s
Resonant platform. Candela focuses on providing scalable, sophisticated
visualisations via a standardised API for usage in realworld data science
applications. Among the integrated components are:
 LineUp dynamic ranking developed by the Harvard University. Visual
Computing Group and the Caleydo project.
 Visualisation of the UpSet set by the Harvard University Visual Computing
Group and the Caleydo project.
 The Georgia Institute of Technology Information Interfaces Group created the
OnSet set visualisation.
 University of Washington Interactive Data Lab Vega visualisations ScatterPlot
is an example component.
Candela
 Kitware’s Resonant platform’s GeoJS geographic visualisations. GeoDots are an
example component.
• Candela is unquestionably one of the greatest solutions for data visualization in
terms of both open source and JavaScript. The package includes a normalised API
for usage in real-world data science applications and is available via the Resonant
platform.
• When it comes to installation, Candela may be installed via regular package
repositories or from the source. Furthermore, while the initial installation
procedure is straightforward, there aren’t many public release versions available.
However, if installed from the source, which is slightly more difficult, the user can
run cutting-edge development versions.
Charted
• Charted is a free and open-source data visualisation tool licensed under the MIT
license. It was created by the blogging site Medium.com at first.
• All you have to do is give a link to a data file, and the system will extract a
complete, well-choreographed, and easily accessible collection of data from it.
• The platform was designed with usability in mind. The majority of the functions
are already automated.
• It displays its results equally effectively on different screen sizes.
• Its charts are updated on a regular basis (at 30-minute intervals).
• It excels in data sorting by separating data series and graphics.
• With Charted, you can also sort accessible data by type, backdrop, titles or labels,
and other criteria.
Chart.JS
• Chart.js is an open-source library (available on GitHub) that allows you to quickly
visualise data using JavaScript. It is comparable to Chartist and Google Charts.
• It offers eight distinct chart kinds (including bars, lines, and pies), all of which are
responsive. In other words, you create your chart once, and Chart.js does the
heavy labour for you, ensuring that it is always legible (for example by removing
some uncritical details if the chart gets smaller).
• Here’s all you need to do to create a chart with Chart.js:
1. Determine where you want the graph to appear on your page.
2. Determine the type of graph you wish to create.
3. Provide data, labels, and other settings to Chart.js.
D3.JS
• D3.js may be used to visualise Big Data in virtually any way. D3.js is an
abbreviation for Data-Driven Document, a JS library enabling interactive Big
Data presentation in basically ANY real-time fashion.
• Given that this is not a tool, a user should have a basic grasp of JavaScript in
order to interact with the data and display it in a human-readable format.
• To elaborate, because this library presents the data in SVG and HTML5 formats,
earlier browsers such as IE7 and 8 are unable to take advantage of D3.js features.
Data from various sources, such as largescale data sets, is coupled in real-time
with DOM to make interactive animations (2D and 3D alike) in an exceptionally
fast manner.
• The D3 design enables users to heavily reuse code across a wide range of addons
and plug-ins.
Data Wrapper
• Data wrapper, like Google Charts, is a tool for creating charts, maps, and other
visualisations for use online. The tool’s original target audience was reporters
working on news items, but it may be useful to any professional in charge of
administering a website.
• While Data wrapper is simple to use, it is fairly limiting when compared to the
other tools on our list. One of the main drawbacks is that it does not interface with
data sources. Instead, you must manually copy and paste data into the tool, which
may be time-consuming and error-prone if not done correctly.
• Depending on how you wish to use the tool, you can choose between free and
premium options.
Dygraphs
• Dygraphs is an open-source JavaScript graphing toolkit that is quick and
configurable. It enables people to study and comprehend large amounts of data.
• The features of the Dygraphs are as follows:
 Handles massive data sets. Dygraphs can plot millions of points without
becoming clogged.
 Interactive right out of the box: zooming, panning, and mouseover are all
enabled by default.
 There is a lot of support for error bars and confidence intervals.
 You can make dygraphs perform practically anything by utilising parameters
and custom call-backs.
 Dygraphs is compatible with all modern browsers. On mobile/tablet devices,
you can even pinch to zoom.
 There is a vibrant community of people working on and supporting dygraphs.
Leaflet
• The leaflet is a free and open JavaScript library for creating mobile friendly
interactive maps. One of the nicest features of this tool is that it is incredibly
lightweight, with only 38 KB of JS.
• The tool is created in such a manner that it has nearly all of the mapping
functionality that most developers would ever require.
• It works well right out of the box on all major desktop and mobile platforms,
making use of HTML5 and CSS3 on newer browsers while being accessible on
older ones.
• Businesses utilise leaflets to sell their products and services. Customers are
constantly informed about new businesses, special deals, and events through
them.
RAW Graphs
RAW Graphs, which is built on D3.js, makes data gathering and visualisation a
breeze. Other features and functions of this tool include:
• It includes several methods for automatically sourcing and displaying data. You
may, for example, enter comma-separated-values, tab-separated values, or just
copy and paste from a spreadsheet, and RAW Graphs will turn it into beautiful
output.
• It uses a broad range of graphic models to present data. These include both
traditional (such as pie/bar charts and line graphs) and unorthodox (such as bar
graphs).
• RAW Graphs allows you to gain a better understanding of your data collection by
analysing its patterns and trends. You may accomplish this by using visual
variables to map the various aspects of your data collection.
• You can export and edit your output as vector or raster graphics anywhere.
Advantages and Disadvantages of Good Visualisation
• The advantages of data visualisation are as follows:

 Improved agreement
 A better way
 Simple data sharing
 Thorough inquiry
 Transaction’s inquiry
 Discovering connections between events
 Information reorganisation
 Looking for gaps and trends
 Perception of geology
Advantages and Disadvantages of Good Visualisation
• The disadvantages of data visualisation are as follows:

 It provides an evaluation rather than exactness
 Unidirectional
 Lack of assistance
 An insufficient plan
 Incorrectly engaged persons might miss key messages
Let’s Sum Up
• Data visualisation is an important component of many business intelligence

products and is essential for advanced analytics.
• The portrayal of data in graphical representations, such as a pie chart, graph, or
other visual display, is known as data visualisation.
• Tableau is a data visualisation platform that allows data analysts, scientists,
statisticians, and other professionals to analyse data and form clear conclusions
based on their findings.
• SAS Visual Analytics (VA) is a business analytics platform that provides data
preparation, visual analysis, analytical applications, and dashboards that may be
expanded with sophisticated analytics models.
• Qlik is a software firm that mainly deals in data visualisation, executive
dashboards, and self-service business intelligence.
Let’s Sum Up
• R analytics is data analytics performed using the R programming language, which

is an open-source language used for statistical computation or graphics.
• Python is a prominent multi-purpose programming language that is extensively
used for its versatility as well as its large library collection, which is useful for
analytics and sophisticated computations.
• Excel is a Microsoft software tool that utilises spreadsheets to organise numbers
and data using formulae and functions.
• SAP Analytics Cloud is a new solution in the SAP portfolio designed to fulfill the
demands of cloud-based data visualisation.
• Microsoft Excel is a spreadsheet program, not a data visualization tool, in the
purest sense. Nonetheless, it provides helpful data visualisation features.
Let’s Sum Up
• Sisense is a business intelligence-based data visualisation solution that offers a

variety of tools to help data analysts simplify difficult data and get insights for
their companies and outsiders.
• IBM Cognos Analytics is a business intelligence platform powered by artificial
intelligence that, among other things, provides data analytics.
• Candela is an open-source web visualisation component suite for Kitware’s
Resonant platform.
• Charted is a free and open-source data visualisation tool licensed under the MIT
license. It was created by the blogging site Medium. com at first.
• Chart.js is an open-source library (available on GitHub) that allows you to quickly
visualise data using JavaScript.
Let’s Sum Up
• D3.js may be used to visualise Big Data in virtually any way. D3.js is an
abbreviation for Data-Driven Document, a JS library enabling interactive Big
Data presentation in basically ANY real-time fashion.
• Data wrapper is a tool for creating charts, maps, and other visualisations for use
online.
• Dygraphs is a free and open-source JavaScript-based charting framework that
allows users to explore and comprehend large amounts of data.
• The leaflet is a free and open JavaScript library for creating mobile-friendly
interactive maps.
• RAW Graphs is an open-source data visualisation platform designed to make
visualising complicated data simple for everyone.
Chapter 9: Social Media Analytics and Text Mining
Chapter Index
Slide
From-To
2 Topic 1 Social Media 253 – 255
3 Topic 2 Text Mining 256 – 261
4 Topic 3 Sentiment Analysis 262 – 263
5 Topic 4 Online Social Media Analysis 264 – 267
6 Let’s Sum Up 268 – 269

• Describe the meaning of social media
• Explain the key elements of social media
• State the concept of text mining
• Describe the concept of sentiment analysis
• Discuss the online social media analysis tools
Social Media
• Simply put, social media refers to a computer-mediated, interactive, and Internet-

based platform that allows people to create, distribute, and share a wide range of
content and information such as text and images. Social media technologies
unleash and leverage the power of social networks to enable the interaction and
information exchange.
• Social media relies on Web-based technologies to generate interactive platforms
where people and organisations can create, co-create, recreate, share, discuss, and
modify user generated content.
• Social media provides a collaborative environment which can be employed for:
 Building relationships
 Distributing content
 Rating products and services
 Engaging target audience
Social Media
• Social media enables business organisations to receive a feedback and promote a

dialogue between customers, potential customers and the organisation.
• Social media allows business organisations to promote participation, conversation,
and sharing and publishing of content.
• Social media can take different forms, which can be categorised as follows:
 Social networking websites
 Blogs
 Microblogs
 Content communities and media sharing sites
 Wiki
 Social bookmarking websites
Social Media
Key Elements of Social Media

• Incorporating social media into everyday sales and marketing routines of an
organisation is not easy and requires gaining a command over certain set of
tactics and tools related to the efficient management and utilisation of social
media.
• Social media participation involves a focus on the following key elements:
 Collect and leverage useful information and market artifacts
 Curate the important information to be sent to the clients and internal
stakeholders
 Create valuable content objects that can provide a focus and industry buzz to
them
 Sharing your content, information, and ideas with others
 Engage the existing and prospective customers
Text Mining
• The most common form of information and content exchange on social networking
sites is text.
• Online marketers and business analysts examine and interpret the online content
using social media analytics. This analysis helps them amend and mold their
business objectives as per the customer behaviour. For example, the reviews
posted by customers on websites or social marketing media in the form of text or
rating score enable organisations to understand and analyse customer’s
perspectives and expectations.
• Certain tools and methodologies are required to read, interpret, and analyse the
large number of reviews received on a daily basis. This is accomplished by text
mining.
• Text mining or text analytics comes as a handy tool to quantitatively examine the
text generated by social media and filtered in the form of different clusters,
patterns, and trends.
Text Mining
• Text mining employs the concepts obtained from various fields ranging from
linguistics and statistics to Information and Communication Technologies (ICT).
• Statistical pattern learning is applied to create patterns from the extracted text,
which are further examined to obtain valuable information. The overall process of
text mining comprises retrieval of information, lexical analysis, creation and
recognition of patterns, tagging, extraction of information, application of data
mining techniques, and predictive analytics. This can be summarised as follows:
Text mining = Lexicometry + Data mining
• Following Figure depicts the text mining process:
Text Mining
• Text mining can be applied in the following areas:

 Competitive intelligence
 Community leveraging
 Law enforcement
 Life sciences
Text Mining
Text Mining Process

• The enormous amount of unstructured data collected from social media makes
text mining a very challenging process. The key steps for any text mining process
can be summed up as follows:
1. Extracting the keyword
2. Classifying and clustering the text
3. Identifying patterns
• For effective text mining, several stages of processing need to be applied on a
document, such as:
 Text preprocessing
 Document representation
Text Mining
Text Mining Process

 Document retrieval
 Document clustering
 Hierarchical clustering
 One-pass clustering
 Buckshot clustering
• Stages of Document Processing in Text Mining

Text Mining
• The following are some commonly used text mining software:

 R
 ActivePointAttensity
 Crossminder
 Compare Suit
 IBM SPSS Predictive Analytics Suite
 Monarch
 SAS Text Miner
 Textalyzer
Sentiment Analysis
• Sentiment analysis is one of the most important components of text mining. Also
termed as opinion mining, it involves careful analysis of people’s opinions,
sentiments, attitudes, appraisals, and evaluations.
• This is accomplished by examining large amounts of unstructured data obtained
from the Internet on the basis of positive, negative, or neutral view of the end
user.
• Sentiment analysis involves the analysis of following sentences:
 Facts: Product A is better than product B.
 Opinions: I don’t like A. I think B is better in terms of durability.
• Sentiment analysis applies other domains such as linguistics, digital technologies,
text analysis tools, artificial intelligence, and Natural Language Processing (NLP)
for identification and extraction of useful information. This greatly influences
various domains ranging from politics and science to social science.
Sentiment Analysis
• The process of sentiment analysis begins by tagging words using Parts of Speech
(POS) such as subject, verb phrase, verb, noun phrase, determiner, and
prepositions.
• Defined patterns are filtered to identify their sentiment orientation. For example,
‘beautiful rooms’ has an adjective followed by noun. The adjective ‘beautiful’
indicates a positive perspective about the noun ‘room’.
• At this stage, the emotional factor in the phrase is also examined and analysed.
After that, an average sentiment orientation of all the phrases is computed and
analysed to conclude if a product is recommended by a user.
• However, sentiment analysis employs various online tools to effectively interpret
consumer sentiments. Some of the online tools are listed as follows: Topsy,
BackTweets, Twitterfall, TweetBeep and Reachli.
Online Social Media Analysis
• Social media analysis is now broadly used by marketing agencies, social media
managers, PR and communications experts, political groups, journalists and teams
across the enterprise to effectively observe and indulge users on social channels and
carry out research more efficiently.
• Social Media Analysis can be optimised with:
 Campaigns: Social analytics to evaluate effectiveness of your marketing campaigns
and validate investments in social media by gaging social media ROI.
 Influencers: Find the best influencers to amplify and augment your brand assets by
classifying those having the maximum reach or greatest impact in your target
market.
 Audiences: Audience analytics to classify high-value groups and discover their
interests, demographics and brand affiliations to develop personalised content and
more engaging campaigns.
• With the accurate tool, firms can use social media analysis to notice patterns in
customer behaviour and concerns and in online chatter about a specific person,
product, or topic.
• By getting to know influences and swings in online conversation, firms can
identify evolving trends while learning more about how consumers use and speak
about the products and services—or those of their rivals.
• Social Mention, Hootsuite Analytics, Google Analytics, UTM parameters,
Brandwatch, Talkwalker, Facebook Analytics, Twitter Analytics, Instagram
Insights, Snapchat Insights, Pinterest Analytics and LinkedIn PageAnalytics are
some of the very common analytics that are available.
• Steps to analyse the text through Social Mention:

1. Open the following link in your browser: http://socialmention.com/ . The Social
Mention website will appear.
2. Type the name of the product about which you need to gather information
in the Search box and press the Search button, as shown:
• Steps to analyse the text through Social Mention:

3. A Web page appears with the sentiment score for the product (DELL, in
our case) being displayed on the left-hand side, as shown
Let’s Sum Up
• Social media refers to a computer-mediated, interactive, and Internet-based

platform that allows people to create, distribute, and share a wide range of
content and information such as text and images.
• Social media technologies unleash and leverage the power of social networks to
enable interaction and information exchange.
• Social media provides an equally open platform for novices as well as experts to
express and share their viewpoints and feedback on various events and issues.
• Incorporating social media into everyday sales and marketing routines of an
organisation is not easy and requires gaining a command over certain set of
tactics and tools related to the efficient management and utilisation of social
media.
• Text mining or text analytics comes as a handy tool to quantitatively examine the
text generated by social media and filtered in the form of different clusters,
patterns, and trends.
Let’s Sum Up
• Text mining represents the set of tools, techniques, and methods applied for
automatically processing natural language textual data provided in huge amounts
in the form of computer files. Sentiment analysis is one of the most important
components of text mining.
• Sentiment analysis applies other domains such as linguistics, digital technologies,
text analysis tools, artificial intelligence, and Natural Language Processing (NLP)
for identification and extraction of useful information.
• Artificial intelligence is a technology and a branch of science that deals with the
study and development of intelligent machines and software.
• Social media analysis is now broadly used by marketing agencies, social media
managers, PR and communications experts, political groups, journalists and
teams across the enterprise to effectively observe and indulge users on social
channels and carry out research more efficiently.
Chapter 10: Mobile Analytics
Chapter Index
Slide
From-To
2 Topic 1 Introducing Mobile Analytics 275 – 279
3 Topic 2 Mobile Analytics and Web Analytics 280 – 281
4 Topic 3 Types of Results from Mobile Analytics 282 – 286
5 Topic 4 Types of Applications for Mobile Analytics 287 – 291
6 Topic 5 Mobile Analytics Tools 292 – 296
7 Topic 6 Performing Mobile Analytics 297 – 299

Chapter Index
Slide
From-To
8 Topic 7 Challenges of Mobile Analytics 300
9 Let’s Sum Up 301 – 302

• Describe the concept of mobile analytics and web analytics
• Explain the different types of results from mobile analytics
• Explain the different types of applications for mobile analytics
• Describe the various mobile analytics tools
• Discuss the challenges of mobile analytics
Introducing Mobile Analytics
• When you look at the past, you will see that wireless mobile technologies have
shown a steady growth, evolving from 1G to 4G. With every major shift in the
technology, there has been a corresponding improvement in both the speed and
efficiency of mobile devices.
• First generation (1G) mobile devices provided only a “mobile voice”, but in second
generation (2G) devices, larger coverage and improved digital quality were
provided. Third generation (3G) technology focused on multimedia applications
like videoconferencing through mobile phones. 3G opened the gates for the mobile
broadband, which was seen in fourth generation (4G) devices.
• 4G provides wide range access, multi-service capacity, integration of all older

mobile technologies, and low bit cost to the user.
• Evolution of different generations of mobile technologies:
• According to International Telecommunication Union (ITU), an agency of the

United Nations (UN) responsible for information and communication technologies-
related issues, the number of mobile users in 2008 was 548 million. This number
increased to 6835 million in 2012.
• According to Informa, a research firm in the US, there were over 3.3 billion active
cell phone subscriptions in 2007 all over the world. This effectively means that
around half of the total population of the earth is using mobile devices.
• Given the above statistics, it imperative for organisations to find ways of
analysing data related to mobile devices, and use the data to market and sell their
products and services through these devices.
Goals of Mobile Analytics

• Similar to the process of analytics used to study the behaviour of users on the Web
or social media, mobile analytics is the process of analysing the behaviour of
mobile users. The primary goal of mobile analytics is to understand the following:
 New users
 Active users
 ‰
Percentage of new users
 Sessions
 Average usage duration
 Accumulated users:
 Bounce rate
 User retention
 Helps building an efficient mobile marketing strategy

 Discovering the popular feature of the app and the ones people are not using
 Determine which segment of your app is converting most
 Observe in case people use the app at all
 Detection of the mobile device
 Realising the complete mobile app user experience
Mobile Analytics and Web Analytics
• Mobile analytics has several similarities with Web and social analytics, such as
both can analyse the behaviour of the user with regard to an application and send
this information to the service provider.
• However, there are also several important differences between Web analytics and
mobile analytics:
 Analytics segmentation: Mobile analytics works on the basis of location of the
mobile devices. For example, suppose a company is offing cab service in a city
like New York. In this case, the company can use mobile analytics to identify
the target people travelling in New York. Mobile analytics works for location-
based segments while a Web analytics works globally.
 Complexity of code: Mobile analytics requires more complex code and
programming languages to implement than Web analytics, which is easier to
code.
Mobile Analytics and Web Analytics
 Network service providers: Mobile analytics is totally dependent on Network

Service Providers (NSPs) while Web analytics is independent of this factor.
 Measure: Sometimes, it is difficult to measure information from the mobile
analytics apps because they can run offline. Web analytics always runs online
so we can easily measure vital information with it.
 Tools: To do the ultimate analysis on data, we require some other tools of Web
analytics with mobile analytics tools. Web analytics, on the other hand, does
not require any other tool for analysis.
Types of Results from Mobile Analytics
• The study of consumer behaviour helps business firms or other organisations to

improve their marketing strategies. Nowadays, every organisation is making that
extra effort to understand and know the behaviour of its consumers.
• Mobile analytics provides an effective way of measuring large amounts of mobile
data for organisations.
• The technologies behind mobile analytics like Global Positioning System (GPS)
are more sophisticated than those used in Web analytics; hence, compared to Web
analytics, users can be tracked and targeted more accurately with mobile
analytics.
• Mobile analytics can easily and effectively collect data from various data sources
and manipulate it into useful information.
• Mobile analytics keep track the following information:

 Total time spent: This information shows the total time spent by the user with
an application.
 Visitors’ location: This information shows the location of the user using any
particular application.
 Number of total visitors: This is the total number of users using any particular
application, useful in knowing the application’s popularity.
 Click paths of the visitors: Mobile analytics tracks of the activities of a user
visiting the pages of any application.
 Pages viewed by the visitor: Mobile analytics tracks the pages of any
application visited by the user, which again reflects the popular sections of the
application.
 Downloading choice of users: Mobile analytics keeps track of files downloaded

by the user. This helps app owners to understand the type of data users like to
download.
 Type of mobile device and network used: Mobile analytics tracks the type of
mobile device and network used by the user. This information helps mobile
service provider and mobile phone sellers understand the popularity of mobile
devices and networks, and make further improvements as required.
 Screen resolution of the mobile phone used: Any information or content that
appears on mobile devices is according to the screen size of these devices. This
important aspect of ensuring that the content fits a particular device screen is
done through mobile analytics.
 Performance of advertising campaigns: Mobile analytics is used to keep track of
the performance of advertising campaigns and other activities by analysing the
number of visitors and time spent by them as well as other methods.
• Three major types of results from mobile analytics are explained below:
 Advertising/marketing analytics: Commonly the following marketing analytics
data are collected: Installs, Opens, Clicks, Purchases, Registrations, Content
viewed, Level achieved, Shares, Invites and Custom events.
 In-App analytics: Commonly the following in-app analytics data are collected:
 Device Profile (Mobile phone, tablet, etc., Manufacturer, Operating system)
 User Demographics (Location, Gender, New or returning user, Approximate

age, Language)
 In-App Behaviour (Event Tracking (i.e., buttons clicked, ads clicked,
purchases made, levels completed, articles read, screens viewed, etc.)
 Performance analytics: This involves the actual performance of the app. The
two major measures for performance analytics are: App uptime and App
responsiveness.
 The factors which can impact the performance of an app irrespective of how well it
was coded include:
 App complexity
 Hardware variation
 Available operating systems
 Carrier/network
 Commonly the following performance analytics data are collected:
 API latency
 Carrier/network latency
 Data transactions
 Crashes
 Exceptions
 Errors
Types of Applications for Mobile Analytics
• Mobile analytics record the demographics and behaviours of unique users by

tracking them through technologies varying between websites either using
JavaScript or cookies and apps, requiring software development kit or SDK.
• This data is used by companies in order to figure out the need of the users for
delivering a further satisfying user experience.
• There are two types of applications made for mobile analytics. They are:
 Web mobile analytics
 Mobile application analytics
Web Mobile Analytics

• Mobile Web refers to the use of mobile phones or other devices like tablets to view
online content via a light-weight browser for the mobile. The name of any mobile-
specific site can be the form of m.example.com. Mobile Web sometimes depends on
the size of the screen of the devices.
• Some organisations are starting to build sites specifically for tablets because they
have found that neither their mobile-specific site nor their main website ideally
serves the tablet segment.
• To solve this problem, mobile Web should have a responsive design. In other
words, it should have the property to adapt the content to the screen size of the
user’s device.
• A website can be opened on both computers and mobile phones, while a mobile site
can be open only on the mobile phones; responsive-designed sites, on the other
hand, can open on any device like a computer, tablet and mobile phone.
• Difference among the website, mobile site and Responsive design site:
Mobile Application Analytics

• The term mobile app is short for the term mobile application software. It is an
application program designed to run on smartphones and other mobile devices.
• Mobile apps are usually available through application distribution platforms like
Apple App Store and Google Play.
• Depending on the objective of analytics, an organisation should decide whether it
needs a mobile application or a mobile website. If the organisation wants to create
an interactive engagement with users on mobile devices, then mobile apps is a
good option; however, for business purposes, mobile websites are more suitable
than mobile apps.
Mobile Analytics Tools
• The fundamental task of the mobile analytics tool is similar to other digital
analytical tools like Web analytics. They capture data, collect it, and help to
generate reports that can be used meaningfully after processing.
• The selection of an analytic tool is not an easy process because these tools are new
and undergo rapid enhancements as compared to traditional web analytics tools.
• Following are some points to be considered while selecting mobile analytics tools:
 What is your analytical goal?
 Analysis techniques
 Way of presentation
• There are two classes of mobile analytics tools:
 Internal mobile analytics tools
 External mobile analytics tools
• According to Aconitum Mobile (a software development company in the US), the

top four mobile analytics tools (or packages) are as follows:
 Localytics: It supports cross-platform and Web-based applications.
 Appsee: It provides analytical services with features like conversion funnel
analysis, heatmaps, and much more.
 Google Analytics: Google Analytics is a great free service provided by Google. It
is a cross-platform, Web-based application. It offers analytics services to mobile
app and mobile developers.
 Mixpanel: Mixpanel is a “business analytics service”. It is also a cross-platform
and Web-based application. It can continually follow the user and mobile Web
interactions and provide attractive tool offers to the user.
• Mobile analytics tools can be categorised as follows: location-based tracking tools;
real-time analytics tools and user behaviour tracking tools.
Location-based Analytics Tools

• A location-based tracking tool stores information about the location of mobile
devices (or the location of user). These tools are software applications for mobile
devices, and they continuously monitor the location of the devices and manipulate
information thus obtained in various ways. For example, it can display the
location of friends (persons in the contact list of your mobile phone), ATMs, cafés,
hotels, and nearby police stations.
• The following are some location-based tracking tools:
 Geoloqi
 Placed
Real-time Analytics Tools

• With the increase in the popularity of mobile phones and mobile Web, business
organisations want to know more about the behaviour of the user. Sometimes, it
becomes necessary for these organisations to analyse user behaviour in real-time
so that they can be stay on the top position in this competitive scenario. Real-time
analytics tools refer to software tools that analyse and report data in real-time.
• The following are some real-time analytics tools that can analyse data in real-
time:
 Geckoboard
 Mixpanel
User-Behaviour Tracking Tools

• User-behaviour tracking tool is a software tool that tracks user behaviour with
any particular mobile application. These behaviour reports can help organisations
to improve their applications and services. You can get a lot of information about
your users, such as: Screens viewed in a session, Number of screens viewed in a
session, Technical errors faced by the user, frequency of the user using any
particular app, Session’s life, time taken in the loading of any app elements, any
specific action performed with the content, such as clicking of ads.
• The following are some popular behaviour-tracking tools:
 TestFlight
 Mobile App Tracking
Performing Mobile Analytics
• To integrate mobile analytics with business processes, you must perform the
following basic steps:
 Select the appropriate mobile device like a smartphone or tablet.
 List the objectives of mobile analytics for your business process.
 Identify the target audience and create a dataset for it.
 Modify the dataset by adding missing values and removing unnecessary data.
 Use the dimension-reduction technique and transform data (if possible).
 Perform some required data mining techniques, like text mining.
 Select data mining algorithms and do some analysis for mobile mining.
 Applying data mining algorithm and verify the relationships among the
variables.
 Evaluate the result/interpretation.
Data collection through the mobile device

• Data for analysis is collected on the mobile devices and send back to the server for
further manipulation. This collection process may be done online as well as offline.
This simply means that some data collection processes require an Internet
connection to send collected data to the server but, on the other hand, several
applications collect data into spreadsheets and they do not require an Internet
connection. Collected data can be stored in various formats.
• Data collection through mobile devices allows data collection in real time and
proves beneficial for field executives.
• Commonly used data collection applications: Numbers, HandDBase and Statistics
Visualiser.
Data collection on the server

• Data collected by a mobile device is ultimately transferred to its server for
analysis. A server stores the received data, performs analysis over it and creates
reports. The following are some popular applications that collect data into the
server:
 DataWinners: It is the data collection service design for experts. This
application converts paper forms into digital questionnaires. Team members
can submit their data through any service like SMS, Web, etc. DataWinners
provides an efficient data collection facility that can reduce users’ decision-
making time.
 COMMANDmobile: It is an application that can perform mobile data collection
and workforce management services. COMMANDmobile is more accurate and
efficient than traditional paper and pencil approaches. Its response time is very
small; thus, it can perform well in emergencies. It gives very good ROI (Return
on Investment).
Challenges of Mobile Analytics
• Mobile analytics has its own challenges. Some of the main challenges can be listed
as follows:
 Unavailability of uniform technology
 Random change in subscriber identity
 Redirect
 Special characters in the URL
 Interrupted connections
 Limited understanding of the network operators
 True real-time analysis
 Security issues
Let’s Sum Up
• Web analytics is the study of the behaviour of visitors on a website.

• Mobile analytics is a service that performs the collection and analysis of data
related to any application (or app) of a business organisation.
• Mobile analytics provides a technical view (like a graph or chart) of data collected
from a mobile device.
• Marketers want to know what their customers want to see and do on their mobile
device, so that they can target the customer.
• Mobile analytics provides an effective way of measuring large amounts of mobile
data for organisations.
• There are two types of applications made for mobile analytics. They are:
 Web mobile analytics
 Mobile application analytics
Let’s Sum Up
• Mobile Web refers to the use of mobile phones or other devices like tablets to view
online content via a light-weight browser for the mobile.
• The term mobile app is short for the term mobile application software. It is an
application program designed to run on smartphones and other mobile devices.
• The fundamental task of the mobile analytics tool is similar to other digital
analytical tools like Web analytics.
• A location-based tracking tool stores information about the location of mobile
devices (or the location of user).
• User-behaviour tracking tool is a software tool that tracks user behaviour with
any particular mobile application.
• Data for analysis is collected on the mobile devices and send back to the server for
further manipulation. Data collected by a mobile device is ultimately transferred
to its server for analysis.
Chapter 11: Business Analytics in Practice-I
Chapter Index
Slide
From-To
2 Topic 1 Financial and Fraud Analytics 307 – 311
3 Topic 2 HR Analytics 312 – 313
4 Topic 3 Healthcare Analytics 314 – 315
5 Topic 4 Supply Chain Analytics 316 – 319
6 Let’s Sum Up 320 – 321

• Describe the concept of financial and fraud analytics
• Explain the importance of HR analytics
• Define the healthcare analytics
• Outline significance of supply chain analytics
Financial and Fraud Analytics
• The concept of financial analytics talks about various views on the financial data
of a business assisting with in-depth knowledge and taking strategic actions
towards improving the overall performance of a business.
• Financial analytics is a part of BI & EPM with an impact on every arena of a
business. It plays a vital part in business’ profit calculation.
• Financial analytics help in shaping the future goals of a business and can help in
improving its strategies to make decisions. It helps you to focus on calculating and
operating tangible assets like cash and equipment which provides detailed insight
into the financial status of the business and improves the profitability, cash flow
and value of a business.
• Here are certain critical financial analytics which an organisation needs to
implement irrespective of size:
 Predictive sales analytics: An informed forecast of sales that helps to plan and
manage highs and lows
 Client profitability analytics: Helps in analysing client groups and receiving

useful insights.
 Product profitability analytics: Helps establish profitability insights throughout
the range of products assisting to better decide and protect profit and growth.
 Cash flow analytics: Predicting cash flow through tools like regression analysis
and assisting with cash flow management to ensure having enough money for
daily operations.
 Value-driven analytics: Assesses business value drivers ensuring they deliver
the expected outcome.
 Shareholder value analytics: Measures the financial impact from a strategy
and reports how much value that strategy is generating to the shareholders
and is utilised concurrently along with profit and revenue analytics through
tools like Economic Value Added (EVA).
• Fraud analytics on the other hand is utilisation of big data analysis techniques to
keep away online financial fraud.
• The global lockdown owing to COVID19 in 2020 has convinced even more
customers towards using online banking for at least a certain part of their
financial conduct.
• Online fraud, which is already increasing every year has followed suit too. Account
takeover (ATO) which is a peculiar and popular type of financial fraud has
multiplied 280 percent just between Q2 of 2019 and Q2 of 2020, therefore;
financial institutions must apply detailed measures of fraud management
immediately to protect the accounts of their customers.
• Username and password collection at login are not sufficient anymore to guard
against fraud. With someone accessing or attempting to access an account, other
types of data can get used to realise the legitimacy of a customer which helps to
determine the legitimacy of the requested transaction.
• Such data consists of: type of device being used, whether that device is previously
registered, whether fingerprint is available to verify identity and whether the
requested transaction fits into their historical patterns.
• Fraud impacts organisations in several ways which might be related to financial,
operational or psychological processes.
• As fraud can be executed by any worker inside an organisation or by an external
source, an organisation needs to have successful fraud management or a fraud
analytics program to defend its reputation against fraud and prevent financial
loss.
• The capacity to break down enormous information volumes empowers
organisations to make exact models for perceiving and forestalling future fraud.
• Advanced analytics can also be connected to all key fraud information to foresee
whether an activity is possibly fraudulent before losses happen.
• Data management software empowers auditors and fraud analysts to break down
an organisation’s business information to gain knowledge into how well internal
controls are working and distinguish transactions that appear to be fraudulent.
• The companies also use whistleblower hotlines which help individuals for
reporting speculated fake conduct or unsafe conduct and violations of its law and
policy.
• Breaking down business exchanges at the source level provides auditors with
better knowledge and a more entire view with regards to the probability of fraud
happening. Analysis involves the investigation of those activities that are
suspicious and help control weaknesses that could be misused by fraudsters.
HR Analytics
• HR analytics is a zone in the field of analysis that alludes to applying analytic

processes to the human resource department of a company in the expectation of
enhancing worker execution and improving in the degree of profitability.
• HR analytics involves collating, analysing and reporting data of HR. It lets
organisations measure the effectiveness of various HR metrics on the overall
performance of the business and take decisions based on data.
• HR analytics does not simply manage the gathering of information on employee
performance and efficiency; instead, they also provide deeper details of each
process by accumulating data and then using it for making important decisions
about improving these processes.
• The core functionalities of HR can be improved by applying various processes in
analytics which include acquisition, optimisation, paying and creating the
employee’s workforce for the organisation.
HR Analytics
• The field of HR analytics can be further divided into the following segments:
 Capability analytics
 Competency acquisition analytics
 Capacity analytics
 Employee churn analytics
 Corporate culture analytics
 Recruitment channel analytics
 Employee performance analytics
Healthcare Analytics
• Healthcare analytics is a term used to describe the analysis of healthcare

activities using the data generated and collected from different areas in
healthcare, such as pharmaceutical data, research and development (R&D) data,
clinical data, patient behaviour and sentiment data, etc. In addition to this, data
also gets generated from patients buying Behavior in stores, claims made by
patients, preference of patients in selecting activities and more. The analytics
applied on this data to get insight of data for providing healthcare services in a
better way.
• Healthcare companies all across the world are grappling with how to cut costs and
increase coordination among care teams while also concentrating on better patient
care. To overcome these obstacles, analytics is crucial.
Healthcare Analytics
• Healthcare organisations are also implementing approaches, for example, lean

and six Sigma to take a more patient-driven concentration, lessen errors and
waste and increase the flow of patients to enhance quality. The healthcare
analytics industry is a growing industry and it is estimated that it will cross $18.7
billion by 2020 alone in the United States (US).
• Healthcare analytics is used as a measurable instrument in getting deeper details
of medicinal services-related information keeping in mind the end goal to
determine past performances (i.e., operational execution or clinical results) to
enhance the quality and proficiency of clinical and business procedures and their
execution in future.
• Healthcare data is not easily available in a unified and informative way and
therefore, restricts the industry’s endeavour to enhance quality and effectiveness
in healthcare. Real-time analytics tools are used in healthcare for addressing
these issues.
Supply Chain Analytics
• Intense competition and compulsion to reduce costs have impelled organisations to

maintain an effective supply chain network. Therefore, organisations came up
with various tools and techniques for effectively managing a supply chain.
• Organisations that operate in a highly competitive global environment need to
have a highly effective supply chain management system in place.
• For example, Apple faces huge demand for their products as soon as the products
are announced in the market. Most Apple products are manufactured in China;
therefore, Apple needs to have a highly efficient supply chain to ship items from
China to different countries in the world.
• In the absence of a supply chain, there would be disruptions in the flow of
products and information.
• The operations performed by global manufacturing and logistic teams are getting
more intrinsic and challenging.
• Delay in shipments, ineffective planning and inconsistent supplies can lead to an

increase in the supply chain cost of the company. Some issues faced by supply
chain organisations are as follows:
 Visibility of global supply chain and various processes in logistics
 Management of demand volatility
 Fluctuations of cost in a supply chain
• Various solutions are provided by the supply chain analytics to supply chain
organisations are as follows:
 Use of smarter logistics
 Managing customer demand through inventory management
 Reducing cost by optimising sourcing and logistic activities
Types of Supply Chain Analytics

• Following are various types of supply chain analytics:
 Descriptive analytics: This provides visibility and a channel of actual
information throughout the supply chain, whether internal or external systems
and data.
 Predictive analytics: This assists an organisation with understanding the vital
outcome or future scenario and its implication on business. For example,
predictive analytics would help you project and neutralise distractions and
risks.
 Prescriptive analytics: This assist organisations with solving problems and
partner for maximum business value. This helps businesses to associate with
logistic partners in reducing time and energy towards mitigating disruptions.
 Cognitive analytics: It helps organisations respond to difficult questions in

simple terms in which a person or team might respond to a question. It helps
organisations in thinking through a difficult and complex situation like, “How
could we optimise or develop X?”
 Applying cognitive technologies: Supply chain analytics also established the
application of cognitive technologies like artificial intelligence or AI in the
process of the supply chain. These understand, rationalise, educate and
interact like human being at an enormous capacity and pace.
Let’s Sum Up
• Business analytics has expanded consistently over the previous decade as

confirmed by the constantly developing business analytics software market.
• The concept of financial analytics talks about various views on the financial data
of a business assisting with in-depth knowledge and taking strategic actions
towards improving the overall performance of a business.
• Fraud analytics on the other hand is utilisation of big data analysis techniques to
keep away online financial fraud.
• Fraud impacts organisations in several ways which might be related to financial,
operational or psychological processes.
• HR analytics is a zone in the field of analysis that alludes to applying analytic
processes to the human resource department of a company in the expectation of
enhancing worker execution and improving the degree of profitability.
Let’s Sum Up
• HR analytics involves collating, analysing and reporting data of HR.

• The main aspect of HR analytics is to show people the impact of the HR
department on the whole organisation.
• Healthcare analytics is a term used to describe the analysis of healthcare
activities using the data generated and collected from different areas in
healthcare, such as pharmaceutical data, research and development (R&D) data,
clinical data, patient behaviour and sentiment data, etc.
• A supply chain comprises suppliers, manufactures, Wholesalers, retailers and
customers.
• Intense competition and compulsion to reduce costs have impelled organisations to
maintain an effective supply chain network.
Chapter 12: Business Analytics in Practice-II
Chapter Index
Slide
From-To
2 Topic 1 Marketing Analytics 326 – 329
3 Topic 2 Web Analytics 330 – 332
4 Topic 3 Sport Analytics 333 – 335
5 Topic 4 Analytics for Government and NGO’s 336 – 339
6 Let’s Sum Up 340 – 341

• Describe the concept of marketing analytics
• Explain the importance of Web analytics
• Define the sport analytics
• Describe the analytics for government and NGO’s
Marketing Analytics
• Marketing analytics is the practice of operating and understanding data metrics

to figure out the ROI of marketing endeavours like, blog posts, calls-to-action
(CTAs), thought leadership pieces and channel performance, and it also helps in
identifying chances for improvement.
• Through tracking and reporting the performance data, metrics of diagnostic and
major indicator metrics, the marketing team will be able to generate answers to
the analytics questions which are most important to business stakeholders.
• Despite various benefits, a majority of organisations failed to realise the benefits
of marketing analytics. With the advancement of search engines, paid search
marketing, search engine optimisation (SEO) and efficient new software solutions,
marketing analytics has become more effective and easier to get implemented
than ever.
Marketing Analytics
• You need to follow the below three steps to get the benefits from marketing
analytics:
1. Practice a balanced collection of analytics methods: In order to get the best
benefits from marketing analytics, you need an analytical evaluation that is
balanced – that is, one that merges methods for: covering the past, exploring
the present, and predicting influencing what’s to come.
2. Evaluate your analytical capabilities and fill in the gaps: Marketing
organisations have an access to a lot of analytical abilities for supporting
different marketing goals. Estimating your present analytical capabilities is
necessary to attain these goals. It is significant to know about your present
situation along with an analytical spectrum, so that you can determine gaps
and take steps to create a strategy for filling those gaps. A marketing
organisation can plan and allocate budget for adding these analytical
capabilities that can be used to fill that particular gap.
Marketing Analytics
3. Take action as per analytical findings: In the continuous process of testing

and learning, marketing analytics allows you to enhance the performance of
your marketing program as a whole by performing the following tasks:
 Determining deficiencies in the channel
 Doing adjustment in strategies and tactics as and when required
 Optimising processes
• Marketing analytics enables better, more successful marketing for your efforts and
investments. It can lead to better management which helps in generating more
revenue and greater profitability.
• The following are attained commonly through marketing analytics:
 Marketers frequently use main metrics such as lead source monitoring and
cost-per-lead without having a comprehensive grasp of how marketing actions
affect them.
Marketing Analytics
 With automatically connecting and unifying your data, you would be able to
spend more time acting on insights which were collected through hard work
and less time on stressful reporting tasks.
 Using reports for marketing ROI to make decisions to boost sales.
 The individual contribution of the marketing programs gets visible and it
shows how marketing campaigns are influencing sales at each stage of the
customer journey.
 Offers better visibility towards future revenue. It lets forecasting how many
new leads, opportunities, and customers will the marketing gain in future.
Web Analytics
• Web analytics refers to measuring, collecting, analysing and reporting of web data
to understand and optimise the usage of Web. Web analytics is the process of
calculating and analysing data in order to have a better knowledge of user activity
on our websites.
• Web analytics also help companies in measuring the outcomes of traditional print
or broadcast advertising campaigns, in estimating how traffic to a website alters
after launching of a new campaign of advertising, in providing accurate figures of
visitors on a website and page views, and in gauging Web traffic and popularity
patterns which are useful in market research. The four basic steps of Web
analytics are as follows:
1. Collection of information: This stage involves gathering of basic or elementary
data. This data involves counting of things.
2. Processing of data into information: The purpose of this stage is to process the
collected data and derive information from it.
Web Analytics
3. Developing KPI: This stage focuses on using the derived information with
business methodologies, referred to as KPIs.
4. Formulating online strategy: This stage emphasises on setting online goals,
objectives and standards for the organisation or business. It also lays
emphasis on making and saving money and increasing market share.
• There are two categories of Web analytics: off-site Web analytics and on-site Web
analytics.
• Off-site Web analytics allows Web measurement and analysis irrespective of
whether you own or maintain a website. It includes the measurement of a
website’s potential audience, visibility and comments that are going on the
Internet.
• On-site Web analytics is used to measure the behaviour of a visitor who had once
visited the website. The On-site Web analytics is used to measure the effectiveness
and performance of your website in a commercial context.
Web Analytics
• Google Analytics and Adobe Analytics are popular on-site Web analytics services.
• There are mainly two methods of gathering the data technically. The first method
lays emphasis on server log file analysis in which the log files are read and used
by the Web server for recording file requests sent by browsers.
• The second method, known as page tagging, uses JavaScript embedded in the Web
page for tracking it. Both the methods can gather data which can be processed for
generating reports of Web traffic.
• Some important uses of Web analytics for business growth are as follows:
 Measure Web traffic
 Estimate visitors count
 Track bounce rate
 Identify exit pages
 Identify target market
Sport Analytics
• The information gathered in sports is analysed by coaches, players and other staff
members for decision making both during and prior to sporting events. With rapid
advancement in the technology in the past few years, data collection has become
more precise and relatively easier than earlier.
• The advancement in the collection of data has also contributed in the growth of
sports analytics as it totally relies on the collected pool of data. The growth in
analytics has further led to building of technologies such as fitness trackers, game
simulators, etc.
• Fitness trackers are smart devices that provide data about the fitness of players
on the basis of which coaches can take a decision of including particular players in
the team or not. The game simulators help in practicing the game before the
actual sporting event takes place.
• Sports analytics is the practice of putting numerical and statistical principles in
sports and related activities.
Sport Analytics
• Forming measurement parameters, as hit and fumble rate, and keeping on

collating data from a wide range of sample is the root of the analytics process.
This data is then worked upon and optimised towards improvement of accuracy
and workability of the results.
• While statistics have always played a vital part towards evaluating performance
of player, high powered tools for analysis are now used to have a clarity and
detailed picture of it making more informed decisions about talent utilisation.
• On the basis of the data collected, strategies are created to win the game or to
improve the performance in the game.
• The utilisation of sports analytics was displayed in the film “Moneyball” in 2011
depicting how sports analytics is used to build successful team on a tight budget.
Sport Analytics
• The National Basketball of America (NBA) teams are now using the player
tracking technology which can evaluate the efficiency of a team by analysing the
movement of its players. As per the information provided by the SportVu software
website, the teams in NBA have installed six cameras for tracking the movements
of each player on the court and the basketball at the rate of 25 times per second.
The data collected using cameras provide significant amount of innovative
statistics on the basis of speed, player separation and ball possession.
• Sports analytics has also found its application in the field of sports gambling. The
availability of more accurate information about teams and players on the websites
leads sport gambling to new levels.
• Sports gambling contributed 13% of global gambling industry valued somewhere
between $700–$1000 billion. Some of the popular websites which provide betting
services to users are bet365, bwin, Paddy Power, betfair and Unibet.
Analytics for Government and NGO’s
• Data analytics is also playing its role in the government sector. Not only it is
important for government, it is also equally beneficial for non-governmental
organisations (NGOS).
• Data analytics is used by these organisations to get deeper details of data. These
details are used by the organisations for modernising their services, progress and
determining the solutions faster.
• Lot of data gets generated in the government sector and processing and analysing
this data helps the government in improving its policies and services for citizens.
• Some benefits of data analytics in government sector are as follows:
 With the help of data analytics, intelligence organisations can detect crime
prone areas and be prepared to prevent or stop any kind of criminal activity.
 The analytics also help in detecting the possibility of the cyber-attacks and
identifying criminals.
 The analytics also help in detecting the possibility of the cyber-attacks and
identifying criminals.
 Government can use analytics to track and monitor health of its citizens. It can
also be used for tracking disease patterns. The government can launch proper
healthcare facilities in advance in the areas prone to diseases. It also helps in
arranging and managing free medicines, vaccinations, etc. in order to save life
of people.
 Real-time analysis and sensors help government departments in water
management in the city. Government departments can take proper action to
avoid these issues to ensure supply of clean water in city.
 Government organisations also use analytics to detect tax frauds and predict
the revenue. Government can take necessary steps to prevent tax frauds and
increase the revenue.
• For example, in India, the government led by Prime Minister Narendra Modi has
been encouraging people to adopt Digital India initiative. This will lead to ease in
collection and quicker availability of data for analytics to detect flaws in money
transactions and prevent people from becoming the victim of fake currency.
• Data analytics also helps NGOs in improving their services to needy or poor
people. Mainly, NGOs help people in several ways such as by providing free
education, books, medicines, clothes, etc. NGOs use data analytics to become more
efficient while raising and allocation of funds, predicting trends and planning
campaigns, identifying prospective donors and encouraging donors who have made
contributions earlier, etc.
• Besides Akashya Patra, several other large NGOs such as Bill and Melinda Gates
Foundation India, Save the Children India and Child Rights and You (CRY) are
also utilising data to raise their efficiency in getting and allocating funds,
predicting trends and planning campaigns.
• Governments these days use data analytics in order to stay informed for proactive
measures in various situations like:
 Crime reduction
 Fighting human trafficking
 Improvement of food inspections
 Preparation for natural disasters
 Reduce homelessness
 Prediction of cyber attacks
 Prevention against child abuse and fatalities
 Prevention of accidents
Let’s Sum Up
• Marketing analytics is the practice of operating and understanding data metrics

to figure out the ROI of marketing endeavours like, blog posts, calls-to-action
(CTAs), thought leadership pieces and channel performance, and it also helps in
identifying chances for improvement
• Marketing analytics helps in providing deeper insight into customer preferences
and trends.
• Web analytics refers to measuring, collecting, analysing and reporting of Web data
to understand and optimise the usage of Web.
• Web analytics is the process of calculating and analysing data in order to have a
better knowledge of user activity on our websites.
• The information gathered in sports is analysed by coaches, players and other staff
members for decision making both during and prior to sporting events.
Let’s Sum Up
• Sports analytics is a technique of analysing relevant and historical information in

the field of sports mainly to perform better than other team or individual.
• Sports analytics is the practice of putting numerical and statistical principles in
sports and related activities.
• Data analytics is also playing its role in the government sector. Not only it is
important for government, it is also equally beneficial for non-governmental
organisations (NGOS).

Introduction To Analytics

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Introduction To Analytics

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Introduction to

1 Chapter 1 Introduction to Business Analytics 5 – 73

2 Chapter 2 Introduction to Business Intelligence 74 – 97

Resource Considerations to Support

4 Chapter 4 Descriptive Analytics 114 – 134

5 Chapter 5 Predictive Analytics 135 – 162

6 Chapter 6 Prescriptive and Diagnostic Analytics 163 – 183

Data Representation and Visualisation for

8 Chapter 8 Tools for Data Visualisation 215 – 249

9 Chapter 9 Social Media Analytics and Text Mining 250 – 270

10 Chapter 10 Mobile Analytics 271 – 303

11 Chapter 11 Business Analytics in Practice – I 304 – 322

12 Chapter 12 Business Analytics in Practice – II 323 – 342

• This course Introduction to Analytics is designed to explain the significant

• This course also endeavours to explain the specialised applications of analytics

What is Data, Information, Knowledge and

3 Topic 2 Types of Data 12 – 17

4 Topic 3 How to Manage Data? 18 – 21

5 Topic 4 Data Management using Big Data 22 – 46

6 Topic 5 Analytics of Big Data 47 – 62

7 Topic 6 Career in Analytics 63 – 67

• Knowledge is the proper assembly of meaningful information whose intent is to be

How are Data, Information, and Knowledge Linked?

• Data that comes from multiple sources—such as databases, Enterprise Resource

 Consists of data in different formats such as e-mails, text, audio, video, or

• Unstructured systems typically have little or no predetermined form and provide

• To be organized, semi-structured data should be fed electronically from database

• An information system is based on the discovery of hidden patterns in data, which

• Data management and database administration assist a company in properly

Database Management System (DBMS)

Challenges with DBMS in Managing Huge Data

• This is truly an information age where data is being generated at an alarming

Elements of Big Data

Evolution of Big Data

 Explore and exploit new opportunities

Technologies for Handling Big Data

• Hadoop is commonly used by data-driven organizations to extract maximum

 The following are some of the important features of Hadoop:

Cloud Computing and Big Data

 The cloud computing environment saves costs related to infrastructure in an

 Data stored in this manner is known as structured data in which a set of

 Extensibility: Pig Latin is designed in such a way that it allows us to create

 In-depth statistical analysis

 In-built, top class data analytic practices

 In-build data engine

 Big Data analytics

 Quick and accurate data discovery

 Business dashboards creation

 Various types of data visualisation

 Social media analytics, including Facebook and Twitter

 Easy and quick integration of R

 Business intelligence through mobile

 Analysis of time series data

 Analysis of data from surveys

 GridGain: GridGrain offers an alternative to Hadoop's MapReduce that is

 Cassandra: Originally developed by Facebook, this NoSQL database is now

 Neo4j: The "world’s leading graph database," Neo4j boosts performance

 Diagnostic analysis: With the availability of historical data, diagnostic analysis

 Prescriptive analytics: Prescriptive analytics is a method of analysing data and

 Marketing—To identify which marketing campaigns will be the most effective

 Human Resources—To find out the characteristics and behaviours of successful

Analysis of Big Data promotes clarity and transparency in various government

 Identifying flaws and loopholes in processes and taking preventive or